Floor Story

Not only are we East London’s friendliest rug dealer, but also 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.

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.

In our collaborative capsule projects with established designers including names such as Camille Walala, Dame Zandra Rhodes, Sebastian Wrong and 2LG, along with 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.

And then there’s our in-house collection, bringing your home beautiful rugs designed by us and 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 leftfield 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.