FLOOR_STORY is our Supplier of the Week 27 February – 5 March.

Even if you haven’t met him, you don’t have to look further than FLOOR_STORY’s Instagram to see the passion that founder Simon Goff holds towards rug design and the excellent collaborators that he works with. It is indeed these collaborations that make the FLOOR_STORY catalogue a diverse and exciting collection of designs, appealing to buyers looking for bold, statement pieces, as well those looking for a subtler option.


Simon Goff, founder of FLOOR_STORY

We took a moment to speak with Simon and discover more.


A unique kind of rug specialist

With a family history in flooring, it shouldn’t be a surprise that Simon founded and is successfully running a specialist rug company that celebrates the artistry and creativity of hand-crafted rugs. His journey here is maybe not one that would be expected though, taking an indirect route through interior design, adventure travel and even the record industry. These experiences and insights have however allowed him to build a unique take on what it means to be a rug specialist and create an experience-focussed approach to designing and buying a rug.

Today Simon works with designers such as Eley Kishimoto, Camille Walala, Kangan Arora, 2 Lovely Gays, A Rum Fellow, Darkroom, Eve Spencer and Laura Spring, translating their signature styles into beautiful hand-crafted works, or “art for the floor” as he describes it.

Birds in Navy by FLOOR_STORY



Working with the world’s best makers


“We track down rugs from across the world, location shouldn’t really be a barrier, but India and Pakistan are real hot spots and home to the world’s best makers” Simon explains. The creations in the Designer Collection, such as those by Camille Walala, Flock and 2 Lovely Gays are made by hand in India.

Flock’s Northmore Rug in production
Multiple craftsmen will often be working on a piece at the same time, as seen here with the Northmore Rug

The exact techniques though vary depending on the design and quality, ranging from flat woven for simpler designs, through hand-tufted and rising to hand-knotted in up to 150-knots for Roses, their most exquisite quality yet.


With some designs kept in stock and others made to order, it is easy to bespoke a FLOOR_STORY piece, but they also have the great advantage of being able to make truly custom rugs.


The Design Collection

One of the key features of the FLOOR_STORY collection is their collaborations with both acclaimed names and emerging designers, giving the catalogue its signature diverse look.

We took a look at some of the latest collaborations in a little more depth with Simon:


Camille Walala x FLOOR_STORY

As Simon describes, “Camille Walala is one of design’s hottest talents, famed for her powerful digital prints and signature Tribal POP style full of boundless energy. So you can imagine how excited we are to have collaborated with Camille on four rug designs that capture her effervescent approach to textile design.”

With two in-stock heavyweight Kilim and two made-to-order styles within the collection, both made from 100% wool, Camille’s designs are not only a spectacular statement, but are also great cost wise.

One of Camille Walala’s Kilim rugs is the Fixed Rug
The second of her Kilim rugs is the Buildings Come True design
Aria is a heavy weight hand-tufted rug
Walala’s Congo Rug completes the collection



2 Lovely Gays x FLOOR_STORY

“I first met the formidable 2LG at London Design Festival 2015 and immediately became struck by the pair’s unmistakable style and enthusiasm for design” says Simon. After a year of development, the 2LG x FLOOR_STORY capsule collection has been released, in which Simon has worked with Jordan and Russell to create beautiful rugs inspired by the tapestry of textures and layers of pattern revealed during the restoration of their Victorian detached home in South London.

The collection features their highest ever knot-count in the hand-knotted Roses, 150-knots of premium blend semi-worsted New Zealand wool and pure Chinese silk.


The Roses Rug has the highest knot count of any FLOOR_STORY rug
The Embossed Emerald Rug was inspired by the old wallpapers found in their property
The Moire Gold Rug was inspired by a fabric discovered in their attic and also comes in Blush or Indigo



“When developing designs, I’ve rolled fabrics onto the floor to get a sense of scale and pattern and often thought how they’d be amazing as rugs,” says Jenny Wingfield, creative director, Flock. Working through Flock’s extraordinary collection of fabrics, Jenny and Simon eventually settled on Northmore, designed by Rachel Parker, and immediately knew it had to be something rather remarkable, “a truly luxurious finish that left little doubt of the quality of the piece”. Hand-knotted in 100-knots per inch Tibetan weave, Northmore is one of the finest available in the Designer Collection, and features an astounding 26 yarn colours.

The Northmore Rug, designed by Rachel Parker, combines 80% New Zealand Wool with 20% Chinese Silk



A Rum Fellow x FLOOR_STORY

Simon worked with Caroline and Dylan of A Rum Fellow to create rugs which take reference from the rich patterns and colours of Mayan culture, of which weaving and textiles is an intrinsic part. The three-strong collection focuses on a different element of the ornate and unique handwoven tunics made and worn by the women of Mayan tribes. Focusing in on a tiny square of a pattern and revealing it in a large-scale design, each rug brings a fresh new perspective to Mayan brocade textiles.


The Poxte Rug combines wool and bamboo silk using a Tibetan weave
Batagua is a heavy weight Kilim rug, into which recycled Sari silks are woven
Coyolate uses pastel tones, and is an excellent examples of how precise the hand knotting has to be
The Wawa Rug uses bolder colours to create this striking pattern, woven from 100% New Zealand wool

To open a trade account with FLOOR_STORY and start ordering from them directly, click through to their catalogue below, and then ‘request a connection’:



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