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  • About_Us

    OUR STORY

    We're east London's friendliest rug dealer and known for our bold approach to rug design. Through the championing of young design talent and collaborations with established stars, we've built a unique and sometimes left field collection of beautifully made rugs. Standing alongside discoveries made on our regular trips as well as a series of in-house designs, at FLOOR_STORY you'll find rugs that celebrate diversity and creativity. 

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    Flock Northmore

    East London's friendliest rug dealer, FLOOR_STORY is a maker of beautiful rugs, with an eye on craft and unique design. Based in London's Shoreditch district, our showroom is home to hand-made rugs that prove our off-beat approach to rug design creates the very best results. 

    In our collaborative capsule projects with established designers and some of the country's most notable young design talent, the FLOOR_STORY Designer Collection has become a beacon for rugs as an expressive medium and has received notable acclaim. Our in-house collection by Adriana Jaroslavsky, also brings your home beautiful rugs hand-made to the very best quality by the world's finest artisans. Combined with rugs discovered on sourcing trips to Turkey and beyond, including an extraordinary selection of vintage over-dyed styles, the FLOOR_STORY collection is carefully curated to bring a bold and left field approach to rugs. 

    We take our making incredibly seriously, working with only the most ethical weaving centres to create rugs of exquisite quality. Using only the finest wools and silks, they hand-tuft and hand-knot rugs with a meticulous attention-to-detail only possible because of their experience and understanding of rug craft. We are a GoodWeave certified retailer with 75% of our hand-made rugs supplied bearing the GoodWeave label.

    Your new rug should be the perfect fit, that's why we offer a custom Made-to-Order programme across all our Designer Collection and in-house styles. We'll make them in any size and colourway you like, making sure your rug fits your home just the way it should. Of course, should you have your very own idea fo rug nirvana, we can make that too. Through it all, you'll come to understand why we've earned the title of east London's friendliest rug dealer. 

    Meet the Founder

    OUR_STORIES

    Simon Goff

    FLOOR_STORY founder Simon Goff, has a unique take on what it means to be a flooring specialist. The family history in flooring fused with a background in interior design and the record industry carve a fresh perspective that deserves further attention.

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