Flooring retailers see rug sales continue to increase in importance, re-commit to the category.
SPECIAL REPORT -- Specialty flooring retailers are closing out 2024 on a mostly positive note, with rug sales ranging from flat to up double digits compared with 2023. Considering that residential broadloom sales have been down double digits in sales the last two years, the performance of rugs has been welcome news, but not altogether surprising for some. “With the popularity of hard surface flooring options, homeowners realize those surfaces need softening to add warmth and sound reduction,” Tom Connell, owner of M&M Carpet Showroom in Houston, told RugNews.com
In this exclusive report, Rugnews.com reached out to flooring retailers across the country for a recap of 2024 area rug performance and a look ahead to 2025. We also discovered their bestsellers of 2024.
NEBRASKA FURNITURE MART, Omaha, Nebraska
In the words of: Dave Chambers, director of flooring
In-store sales for the first half of 2024 started out soft compared to 2023, but the second half continues to rebound each month. November ended very strong thanks to a great Black Friday weekend.
Overall, rug purchases were the same as 2023 but the good news is customers are looking for more value, quality rugs at lower price points.
2025? We are expecting the momentum of Q4 to continue into 2025.
Bestsellers: Our best-selling rugs are Feizy Gaspar, Feizy Prasad and Loloi Theory. The best-selling overall collections this year have been Odyssey from Dalyn, Micah and Gaspar from Feizy.
Feizy's Gaspar 3833F, machine-woven with high-low motif, is a favorite with NFM customers.
MARSHALL FLOORING, Mayfield Heights, Ohio
In the words of: Matt Wien, partner
We are currently up 8 percent over last year; it’s been a very positive year for rug sales, in large part due to the continued popularity of hard surface flooring.
2025? We wrapped up a very strong in October and November; because of that momentum, Q1 2025 is showing promise to kick off a successful start to the year.
Bestseller: Nourison's Christopher Guy lineup is a favorite for its luxurious quality and contemporary motifs.
From Nourison's Christopher Guy program, Wool & Silk collection's CGS11 is a favorite at Marshall Flooring for its
luxurious quality.
MYERS FLOORING, Nashville, Tennessee
In the words of: Doug Peeples, general manager
The fourth quarter this year may be slightly ahead of last year; however, overall rug sales are flat with last year. The overwhelming majority of our rug sales are fabricated from in-stock broadloom; hard surface areas in the home have fueled the demand.
Myers continues to be one of the largest in the country at promoting natural products like sisal, seagrass and wool. 2025? Based on how the fourth quarter is ending, we are hopeful that the positive trend continues.
Bestseller: Stanton, Supreme Bliss, hand-loomed of 100 percent Tencel.
Stanton's silky soft Supreme Bliss, hand-loomed of 100 percent Tencel, is part of the company's luxurious Rosecore label.
RUGS, ROLLS & MORE, Plaistow, New Hampshire
In the words of: Claire McCoy, owner
Our area rug sales were higher in 2024 due to the increase of hard surface flooring in the main areas of homes and basements. However, sales this fourth quarter have been slow.
2025? I am looking forward to a busier first and second quarter. I am hesitantly optimistic; we have the elections behind us, but possible tariffs to deal with.
Bestseller: Maharaja, from Oriental Weavers.
OW's Maharaja, which offers transitional styles with a plush pile and durable construction, is the bestseller at Rugs, Rolls
& More. Shown 71w
HOME CARPET ONE, Chicago
In the words of: Joel Schreier, owner
Rugs were our second biggest growth category, year over year, on the retail level, they were up 46 percent. It's a small category overall for us and is 11 percent to 12 percent of our sales. But we've made an effort to refocus on higher-end rugs and we built out a rug gallery and merchandised it much better than in the past. Our increased attention to the category has paid off. And our website now is very focused on fabricated rugs, and that is also contributing to the increased attention from customers.
2025? I am planning on growth but wouldn't be shocked if I had none, given things beyond our control such as global conflicts or tariffs.
Bestsellers: 90 percent of the rugs we sell are fabricated rugs made from broadloom, and most are hand-loomed products made of wool or wool blends. From Kaleen we have two styles -- Jara and Nectar -- that are really popular for their quality at a great price and feeling of effortless luxury. Another favorite is Stanton's Ashford.
Kaleen's hand-loomed Jara and Nectar from the LUXE lineup are a favorite for their effortless luxury at Home Carpet One.
Shown, NEC05-03 beige
HEMPHILL’S RUGS & CARPETS, Costa Mesa, California
In the words of: Brett Hemphill, owner
We had a 30 percent increase in our rug business in 2024 vs. 2023. Our overall soft surface business had a bigger increaser than wood and other hard surfaces. We have always focused on the upper-middle to high-end of the marketplace with a loyal interior designer following. What’s surprising is that we fared well even though we saw more peaks and valleys this year.
2025? The way Christmas and New Year’s fall this year will not be helpful in getting off to a quick start in 2025. Hopefully we can make it up over time.
Bestseller: Las Palmas in ocean from Stanton. “Fabricated hand-loomed made-to-order rugs from [Stanton brands] Antrim, Crescent, and Rosecore, many of them with hand-serging, were our best-performing rugs."
The hand-loomed wool Las Palmas in ocean from Stanton is the bestseller at Hemphill’s Rugs & Carpet.
M&M CARPET SHOWROOM, Houston
In the words of: Tom Connell, president
We had a significant spike in our custom area rug business in 2024. The rugs we do well with are typically unique in shape and texture and are custom sized to fit a particular space in the client’s home. Serged edge treatments for an upscale look far outweigh the narrow poly binding in popularity.
2025? We expect to see the spike in custom areas rugs to continue in 2025; we work a lot with the premier high-end and boutique mills, and it’s paying off for us.
Bestseller: Louis A. Dabbieri's Dabbieri Naturals Altenberg
Altenberg from the Dabbieri Naturals collection is a favorite in the M&M Carpet showroom.
VENETIAN BLIND CARPET ONE FLOOR & HOME, Houston
In the words of: Gary Touchton, general manager
While custom rugs are all the rage these days we are doing well with traditional area rugs. In fact, we have seen a 25 percent increase in 2024. We sell a lot of high-end wool products, with Momeni, Prestige/Stark Studios and Stanton our leading suppliers.
To stay current, we have invested in our own binding and serging equipment to customize rugs for customers. Back in the day, rugs were 8x10, 10x14; now I can’t remember the last time we sold a rug that size. Today the size is specific to the room; however, it is getting larger and larger.
2025? We saw the custom rug category coming on as a trend and we really capitalized on it. We’re expecting even more success in 2025 as business and housing conditions improve.
Bestseller: Missoni from Prestige Mills. “Missoni is made of various fibers but mainly wool and is crazy hot right now with its bright bold colors,” Touchton said. “Style-wise, it’s unique. Prestige has the finger on the pulse of the high-end consumer.”
High-end wool cut-and-sew rugs are gaining ground with customers and a top-seller is Missoni Home from Prestige Mills.
Shown, Balducci's Summertime 400