Our Little Black Book of Where to Buy Rugs That Look Expensive (Even When They're Not Priced That Way)
Since finding the right rug is a big decision, we put some keen eyes and hours of research into the task
In the choreography of any living space, a rug is a key character that can tie the space together or, on the offhand, leave it looking thoughtlessly curated. Not to mention, it's a statement anchor that often comes with a heavy price tag — but not always.
After spending hours visiting brands, treading on rugs, and feeling for quality, we've put together a little black book of where to buy the best rugs. From luxury labels that are bound to draw compliments from people in the know to affordable brands with intentionally expensive-looking rugs, consider this your reliable guide to shopping for floor coverings that instantly elevate a space.
Since choosing a rug can be tricky, we've also included an edit of the most fashionable rugs to shop right now. There's something for almost every interior style and budget. It's the finishing touch that matters as much as the furniture on it. So, here's where we recommend looking to check all your rug boxes.
What Are the Signs of a Good Rug When Buying Online?
Taking a good close look at images and using a visualizer tool (where possible) is a great rule of thumb.
"It's always my preferred choice to see a rug in person before I buy, so I can truly understand how it looks in the light and feel how soft it's going to be," says interior designer Olga Ashby. "But I understand that's not always possible, and for budget rugs, shopping online is easier and faster."
"If possible, I'll want to know the weave count — the higher it is, the more dense and therefore carpet-like it will be," she says. "I'll avoid cheap synthetic materials which are likely to be shiny and not very nice to the touch, and instead look for wool, cotton, jute, or silk, depending on what room it is going in."
She prefers places that have images of rugs from all angles. "I really like a close-up shot of the rug edge so I can see the weave and the backing, so I can check what it's made from," Olga says. "A good quality rug will have a thick weave and a heavy back."
The Luxury Rug Edit
Best Luxury Rug Brands
A high-visibility room deserves a showstopping rug, and that sometimes comes at a heavier price tag.
When you're looking at dressing a hosting space in your home, you'll want a rug that truly stands out in its quality and aesthetic. So, if you're sourcing living room rugs and you have space in your budget to go big, then these are the luxury brands to trust.
According to Livingetc, the best luxury rug brands include the likes of artist and colorist Diedre Dyson, contemporary CC-Tapis, every designer's favorite Nordic Knots, and some other names you might recognize.
Deirdre Dyson
Triptych by Deirdre Dyson is a lava lamp for your living room in rug form.
Price range: ££££ — £££££
Always a first stop in Paris every January, Deirdre Dyson previews her new collection there each year, and it is guaranteed to lift the spirits. Modern patterns, geometrics, bold colors — these are Deirdre's specialties. She has been making rugs for over 25 years, and her expertise and knowledge show in her multiple wins of Livingetc Style Awards for both 'Best Rug' and 'Best Rug Collection'.
Each rug design is made to order and created by hand by artisans in Nepal. The Tibetan wool she uses — especially when combined with silk — almost seems to shimmer in the light.
Tai Ping
Verdura Jade from Tai Ping adds texture to your home in a bold way.
Price range: ££££ — £££££
Now an international brand, Tai Ping has offices and showrooms all over the world, from Hong Kong to London to New York. And believe me, it produces some stellar rugs.
Perhaps its most headline-grabbing are its artist collaborations — a range with Callidus Guild deservedly won 'Best in Class' for the whole accessories category at the 2025 Livingetc Style Awards, while this year's partnership with Sam Baron won 'Best Collection'.
When I interviewed Sam earlier in the year, he told me Tai Ping were a dream to work with, that they strived for color perfection, and it shows. Even in its mainline collections, the nuances are so subtle and alluring, the material so soft and rich. Incredibly, prices can start from £1200 for the ready-to-buy pieces, while made-to-measure can come with a price tag accordingly. Maestros in their field.
CC-Tapis
Make a statement with Forme Libre Coquillage by Faye Toogood with Maison Matisse for CC-Tapis.
Price range: ££££ — £££££
A designer favorite, the Milan-based CC-Tapis makes hand-knotted rugs in Nepal, and its style is modern, bright, and beautiful. Showing as part of Milan Design Week each year, its parties draw a big crowd of admirers waiting to see what it will do next — I always love the bolder shades and how daring and deep the hues are.
It has collaborated with Gucci and Luke Edward Hall, and has an ongoing relationship with Fornasetti — yes, this is where you can find those faces on a rug. CC-Tapis is the place to go for colors that will truly amaze and irregular shapes you won't find anywhere else.
The Rug Company
Chihuly's Pheasant Fire from The Rug Company brings home the marbled trend in a major way.
Price range: £££ — £££££
Founded by Chris and Suzanne Sharp in 1997, I've long been a fan of The Rug Company, buying into its accessories until maybe one day I can afford an actual rug. Imagine my delight when a pillow from its collab with Paul Smith ended up on screen in Carrie Bradshaw's arms in the first Sex and the City movie, the same pillow I'd already owned for years?
The Rug Company, you see, is starry. Yes, it has its own core collection, but its eye-catching fashion collabs are what have built its name, from Alexander McQueen to Preen and everyone in between. The Sharps sold it, and I interviewed the new creative director in New York two years ago, who promised to have the same level of commitment to quality, innovation, and daringly brilliant design - we were chatting about a new collab with the artist Dale Chihuly, which has heralded a promising start.
Nordic Knots
This Grand Milano Rug from Nordic Knots proves just how much even a monochrome accessory can do for a space.
Price range: £££ - ££££
Nordic Knots is a Scandi label with beautiful, contemporary designs that blend timeless style with the typical (and beloved) Scandi sensibility. Almost every time I have swooned over a rug on social media, I quickly find out that it's a Nordic Knots design.
Though the textiles are designed in their Stockholm studio, each piece is handmade by artisan weavers in India. This luxe craftsmanship means that Nordic Knots rugs typically come with a higher price tag (most starting from £600), but on the other hand, you can feel confident that you are investing in a contemporary piece that will last you for years to come.
A Rum Fellow
Jute accessories like this Folk Flatweave Rug Root from A Rum Fellow instantly ground a room.
Price range: ££££
There is a slightly retro appeal to the rugs at A Rum Fellow. Many of them are reminiscent of that old chevron blanket you might have had in the car as a kid, but in the best possible way. Each pattern feels a little bit 1970s, a mix of knocked-back color and bold repeats.
All of this British brand's designs are handwoven in India or Nepal, and we love its founders, Caroline and Dylan, so much we featured their home in Livingetc. Yes, it was awash with A Rum Fellow rugs. And yes, it looked really, really good.
The Affordable Rug Edit
Best Affordable Rug Brands
As I mentioned, there are countless options when it comes to where to buy rugs. For your sake (and mine), I won't include them all — just the best options I can confidently vouch for.
There are some familiar favorites, such as H&M Home and Ruggable, as well as some newer contenders, including Scandinavian design brand LAYERED. But everything has the Livingetc tick of approval. This is where to buy rugs.
LAYERED
Sometimes a laid-back accessory like the Lilly Blue Rug from LAYERED is the clever finishing touch your home is missing.
Price range: ££ - ££££
I discovered LAYERED after seeing the blue and orange geometric rug (shared above) on Pinterest, which led to a feverish hunt to find out where I could buy it. Since then, LAYERED has quickly become one of my favorite rug brands.
A Swedish interiors brand founded in 2015, LAYERED blends bold contemporary styles with craftsmanship and sustainable materials. Color, pattern, and playfulness are at the forefront of every design, making finding that one-of-a-kind statement piece so much easier. Plus, they regularly partner with artists and designers to create unique one-off collections.
If you ever find yourself in Stockholm, you can also visit the LAYERED showroom, but it's easy to shop online (there is free shipping to the UK), and retailers including Anthropologie stock LAYERED rugs as well.
La Redoute
La Redoute's Vilnia Wool Rug is just one example of the style factor you can buy on a budget.
Price range: £ - ££
La Redoute has become quite a staple in my shopping cart, and it's one of the first places I'd look when buying a rug. In particular, La Redoute's AM.PM collection comes to mind. It's filled with trendy, modern, and stylish pieces at a price range you can't beat. Fortunately, these characteristics extend to its rugs, too.
If you're looking for a rug that feels neutral but isn't boring, La Redoute's range is the perfect place to start. From on-trend shag rugs to classic low-pile staples, this home brand is a must-stop on your rug journey.
Anthropologie
If you're looking for personality, you can't go wrong with a pattern like this Tufted Wool Geometric Scalloped Rug from Anthropologie.
Price range: ££ - £££
Anyone who knows me knows that I can't skip Anthropologie when it comes to interior decor shopping. You can always count on it to deliver unique offerings — the kind that look worldly and vintage (usually code for 'very expensive') but are, to my delight, generally quite reasonable. Most rugs in the brand's collection start at around £68.
And while Anthropologie is a lifestyle destination covering everything from clothing to candles, don't overlook its rug collection. The brand does floor coverings exceedingly well, despite offering such a wide variety.
If you’re on the hunt for something fun, trendy, or timeless, Anthropologie has you covered at prices you can’t refuse and quality that exceeds expectations. And if you’re feeling fancy, they have a small selection of luxury, one-of-a-kind options too, as they often stock designer brands or artist partnerships.
Anthropologie’s rugs are a high-low mix, with mostly low- to mid-range finds. As a pizza-with-caviar kind of girl myself, this balance is ideal.
H&M Home
A little texture goes a long way with this Large Jute Rug from H&M.
Price range: £ - ££
We know and love this iconic brand for its go-to neutrals and dependably chic styles. Their rug selection is reminiscent of that friend who’s effortlessly beautiful and always put together without trying too hard; a nonchalant elegance that offers no shortage of timeless, everyday styles.
And for prices you genuinely can't beat. Most of H&M Home's rugs start at around £49 and don't extend far beyond £200, so whether you are sourcing the first rug in your collection or need a small accent piece, you don't have to worry about breaking the bank.
Shopping online is as easy as it gets, as H&M offers a full range of sizes in almost every rug style. And with a few stores around the country, use the store locator guide to find a showroom near you to see the styles in person.
Ruggable
Ruggable's Ryder Terracotta Plus Rug is another contemporary favorite of ours.
Price range: ££
When people think of buying rugs from Ruggable, the first thing they likely think of is 'washable'. But don’t mistake washable for less stylish. Ruggable’s offerings are as beautiful as they are diverse, with collaborations including designer Jonathan Adler and the late and great icon Iris Apfel.
Ruggable has long been a beloved rug brand throughout the US, and their UK site is just as promising. My recent favorite? The Local Project collection, which features exclusive styles by leading Australian designers.
And in an almost dizzying array of sizes: area, runner, and round rugs in nearly any dimension you can dream of. Don’t know what size to get? They have a guide for that, too. Ruggable thought of everything, and I do mean everything, making it an essential stop in your rug search.
Habitat
Decorating with marbleized patterns can be fun when you have something like this Luxe Marble Wool Rug from Habitat.
Price range: £ - ££
I won’t claim Habitat is the go-to destination for the chicest, most design-forward rugs. But maybe this is your first adult rug purchase, or you’re planning to move in the next year. You might be unsure about a certain style and simply want to test it out. Or perhaps, in this economy, the lower the price, the better. If you see where I’m going with this, Habitat's rugs are a budgeter’s dream.
Habitat's rug collection is full of colorful, playful patterns as well as an assortment of solids and neutrals. A little something for everyone, as they say. Plus, you can't beat this brand for being a reliable one-stop shop. You can pick up your new rug, as well as a side table and floor lamp, to complete the look.
However, Habitat's outdoor rug collection is what has completely converted me. A garden that feels like a living room starts with a beautiful rug that brings that cozy element outdoors, and for that, Habitat has you covered.
FAQs
Where Can I Find Vintage Rugs?
Vintage rugs don't have to be expensive, and don't have to come from collectible design sites like 1stDibs. In fact, Etsy is a surprisingly good place to buy vintage rugs online — no, it's not all just craft direct from the makers.
Of course, flea markets and auction houses often sell vintage rugs, and Larusi specialises in vintage kilims, but if you want a bargain online, Etsy is your place to go.
The trick is to look for a listing that has images from all angles. 'If there are no shots of the underside, then this is a massive red flag for me,' says designer Carmen Nash, founder of Loft and Thought and an antiques enthusiast. 'And one of the checks and balances I have in place to make sure what I'm buying isn't damaged is that you always want to see photos of the underside of the rug, which is where tears and rips often hide.'
If there aren't any on the listing, ask the seller if they can share any extras with you. It's also a good way to check the quality of the craftsmanship, weave, and materials.
How Much Should a Good Rug Cost?
There are several factors that will determine how much you should spend on a quality rug: size, material, and construction, to name a few. And what rug you select depends on what will be right for you and your space.
That being said, a quality rug can range anywhere from £500 to £5000. A large hand-knotted wool rug will fall in the latter price range, while a small rug made from a synthetic blend will be within the former budget. Ultimately, it all depends on your budget and the size of the floor you are covering.
What to Avoid When Buying an Area Rug?
Getting the wrong size, choosing the wrong material, or going for something that's not durable are three of the biggest rug mistakes to avoid when buying an area rug.
For instance, a rug that's too small will throw off a room's visual balance, or a style like a shag won't be very practical for a high-traffic area.
But ultimately, the biggest thing to avoid when shopping for an area rug is buying anything before you actually know what your space needs. Ask yourself: Do you need a natural material that is easy to clean and maintain? Or are you looking for a handwoven silk rug to provide plushness in a secluded area like the bedroom? That will help you narrow down your search.
Finding the perfect rug for your space is an art. And if you're having trouble finding the exact style you've envisioned, book a free appointment with Design Lab by Livingetc to find your dream rug.
And for more shopping advice and design ideas, subscribe to the Livingetc newsletter.
