A Custom Rug Designer combined with a Rich Content Platform helped to reposition The Rug Company as a luxury lifestyle brand


Founded in 1997, The Rug Company are global leaders in luxury modern rugs. They combine the ancient art of rug making with contemporary design collaborations with the likes of Alexander McQueen, Vivienne Westwood and Paul Smith. The Rug Company approached Matter Of Form to help reposition the organisation as a luxury lifestyle brand to coincide with its 20th anniversary. They wanted to be able to offer a seamless, engaging experience to customers both on and offline. The website had to be brought to the very heart of the global customer experience, while dramatically increasing conversion and online sales.

The site had to be designed and developed in a very short 4 ½ month timeframe to coincide with the launch of The Rug Company’s well-publicised collaboration with luxury paint brand Farrow and Ball.

Opportunities for Interaction

Built on a Magento 2 platform, as a result of a full experience design process, the new website combines captivating imagery with insightful content to convey The Rug Company’s unique brand personality. Textures and colours can be effortlessly navigated, displaying the deceptively large catalogue of rugs for sale on all devices.

In addition, customisation and eCommerce functionality have been developed to allow for a
smooth, seamless customer journey both on and offline. Consumer and trade customers can now design their own rug online and then either purchase directly from the site, or visit a Rug Company store where they can access their designs to discuss in more detail with one of the company’s expert craftspeople.

On the technical side the team customised the Magento 2 platform to its limits to account for the unique product mix. The MOF team also had to perform an enterprise ERP integration in the very short project timeframe.

How We Made Change Effective

We hit the 4.5  month deadline and launched the site on time to coincide with The Rug Company’s unique and innovative partnership with Farrow and Ball. The site is set up so that in the future further functionality will be added, allowing customers to use 3D imagery and innovative technology to virtually place a rug in their homes, allowing for ultra-customisation and personalisation.

In terms of customer experience the site is one of the most beautifully engaging and innovative in the luxury retail sector – capturing the unique charm, beauty and personality of The Rug Company’s products. In terms of commercial success, online sales were up over 100% in the three months since launch compared to the same period in the previous year.