I've Worked Out Where to Buy Rugs That Look Designer (but Aren't Always Priced That Way)
Finding the right rug is a big decision, requiring a keen eye and a bit of research (and you'll find both here)
The thing about Livingetc is that we've always known that good design doesn't have to come with a big price tag. It does often, true, but we also feel confident to mix designer pieces with H&M, to online for a deal (and have enough savvy to know when a deal is worth it).
And knowing where to buy rugs comes from years of experience of looking at, feeling and even watching them being made. How to choose a rug is one thing, but then where to get the style you're after is another.
Because a rug is like the finishing detail on an outfit, the piece that brings the whole room together. I've designed my own rug with a luxe atelier and I've bought a budget jute rug for less than £50 that has been pride of place in my living room. And having also sifted through pretty much everything in between I know that finding the best rug needn't be like looking for a needle in the proverbial haystack.
Given how often we see and interact with rugs in our homes, I'm convinced that just like quality furniture, it's worth investing your absolute maximum in the floor covering. And whether that's £200 or £20,000, I've found something that suits. The result is a comprehensive guide to where to buy rugs, as well as some of the styles I'm thinking about - or already bought - for my own home.
What Are the Signs of a Good Rug When Buying Online?
'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 the designer Olga Ashby. 'But I understand that's not always possible, and for budge rugs, shopping online is easier and faster.'
So this is what she looks for when shopping for rugs online:
'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.'
Luxury Rug Brands
Deirdre Dyson
Always a first stop in Paris every January, Lady Deirdre previews her new collection there each year, and it guaranteed to lift the sprits. Modern patterns, geometrics, bold colors - these are Deirdre's specialty. She has been making rugs for over 25 years and her expertise and knowledge shows as a multiple winner 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
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
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 collborated 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
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 eyecatching 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.
See the whole collection here.
Nordic Knots
The amount of times modern interior designers tell me how they love Nordic Knots is, well, pretty high. They love to specify rugs from here for many reasons, but let me run through the most popular.
Nordic Knots rugs are not cheap, but they're not blow the budget expensive, either (expect somewhere in the region of £3000-£5000). They are mostly flat weaves, so are more durable, easier to clean and maintain than thicker piles. But really, it's down to the color and the brand's graphic use of it. Perhaps the piece the brand is best known for is the collab with Campbell Rey, above, an enchanting mix of bold square in citrine shades.
A Rum Fellow
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.
Where to Shop for 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 underneath of 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.
The Rug Edit
What are the Best Rug Brands and Where Do I Buy Them?
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.
Nordic Knots
Nordic Knots offers a range of rug styles from solid colorways to abstract patterns — each arguably more beautiful than the last.
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.
This Grid rug is part of Nordic Knots' short-pile wool collection, meaning it’s as functional in high-traffic areas as it is stylish. Plus, it comes in a range of colors and grid patterns to choose from.
LAYERED
LAYERED is the go-to place for beautiful, designer rugs with high-impact patterns.
Price range: ££ - ££££
I discovered LAYERED after seeing the blue and orange geometric rug (shared above) on Pinterest, which led to a feverous 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.
This beautiful plaid-inspired rug from LAYERED instantly caught my eye, as I recently explored the plaid rug trend. It’s a flat woven jute style, so you can be sure this design, though a statement piece, will last you through the years.
La Redoute
La Redoute is perfect for finding a stylish rug, whether patterned or plain, for an affordable price.
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.
Sometimes a solid-colored rug is the best choice for a space — and when in a neutral color way, like this burnt orange, it can even become a show-stopper that pulls the room together.
Anthropologie
Anthropologie is known for its playful patterns, and you can expect to see them throughout their rug collection.
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 vast 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.
You can always count on Anthropologie for a fun twist on the classics. This piece is neutral enough to style anywhere, but the snake border adds instant personality.
H&M Home
H&M Home has quickly become one of my favorite places to look for neutral area rugs at a great price.
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, which 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.
I’ve always loved H&M for its reliable wardrobe basics, but the brand is proving to be just as good for home furnishings. For a fabulous price, this neutral rug is the perfect base piece.
Ruggable UK
Ruggable is the perfect destination for stylish rugs at an affordable price.
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, 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.
Ruggable’s designer collabs are part of what makes this brand a good place to buy rugs. The Morris & Co collection is whimsical yet refined and timeless — what else could you ask for?
Habitat
If you are looking for a stylish rug without breaking the bank, Habitat has a wonderful selection to choose from — including this very on-trend navy, short-pile rug.
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.
In need of an outdoor rug that looks just as good as your indoor option? Look no further. Starting at just £15, you can’t beat this striped option from Habitat.
FAQs
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.
And if you want to narrow your search for an affordable rug even further, Livingetc regularly keeps on top of all the best rug deals.
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.
Buying a new rug is an exciting process, but there is an art to mastering how to choose a living room rug. Thankfully, we've got advice on everything you need to know for that, too.
