The Story Behind Asiatic London: A British Rug Brand with Global Appeal

When it comes to rugs that combine timeless design with modern craftsmanship, few names carry the reputation and respect of Asiatic London. As one of the UK’s most established rug importers and manufacturers, this family-owned brand has been leading the way in style, quality, and innovation for over 60 years.

In this article, we explore the heritage of the Asiatic rug brand, uncover what makes their carpets stand out, and explain why homeowners across the UK and beyond continue to trust Asiatic rugs for their homes.

A Proud British Heritage

Asiatic London was founded in the 1960s, during a period when the UK was embracing global influences in design and home interiors. From its early days operating out of London’s East End, the brand focused on importing handwoven rugs from across Asia, introducing British homes to unique textures, patterns, and artistry not commonly found on the high street.

Over time, Asiatic grew into a fully-fledged rug design house, offering not only imports but also in-house collections created with a deep understanding of global trends and customer preferences. Today, they remain headquartered in London, operating from a state-of-the-art design and distribution centre while supplying retailers, designers, and homeowners across the globe.

The Rise of a Global Rug Brand

While Asiatic London began as a British company, it quickly earned a reputation far beyond the UK. Their forward-thinking designs, consistent quality, and deep relationships with skilled weavers in India, China, and Turkey have positioned the brand as a trusted name worldwide.

Despite their international footprint, Asiatic maintains the personal, customer-first approach of a family-run company. Every rug is designed with a clear purpose: to bring comfort, beauty, and timeless elegance into your space.

What Defines an Asiatic Rug?

An Asiatic rug is more than just a home accessory. It represents a perfect blend of heritage craftsmanship and modern style. Here’s what you can expect when you purchase from the Asiatic rug brand:

Thoughtful Design

Each collection begins in London, where Asiatic’s in-house designers sketch concepts inspired by current interior trends, historic motifs, and customer feedback. The result is a carefully curated range that includes everything from bold contemporary prints to subtle, minimalist textures.

High-Quality Materials

Whether you’re choosing a natural wool carpet or a durable polypropylene weave, Asiatic carpets UK are known for using premium materials. Their collections feature wool, jute, viscose, cotton, polyester, and blends — each selected for its unique texture, durability, and appearance.

Skilled Craftsmanship

Many Asiatic rugs are still produced using traditional hand-knotting, hand-tufting, or flat-weaving methods. The brand works closely with artisan communities, supporting fair working conditions and ensuring consistent quality across its entire range.

Wide Appeal

One of the reasons for Asiatic’s popularity is its sheer versatility. The brand offers rugs for every style and setting, whether you're furnishing a modern loft in Manchester, a classic townhouse in Bath, or a cosy flat in London.

Popular Asiatic Rug Collections

If you’re considering bringing an Asiatic rug into your home, here are a few of their most recognised collections:

  • Matrix – A contemporary range combining abstract patterns with neutral tones, perfect for living spaces.

  • Whisper – Known for its luxurious softness and deep pile, this collection is a favourite for bedrooms and lounges.

  • Bali – A collection of natural jute rugs, ideal for eco-conscious households seeking rustic charm.

  • Funk – Bright, bold colours and playful patterns that add energy to children's rooms or creative spaces.

For a broader look at styles and textures, browse our full Asiatic Rugs collection.

Why UK Homeowners Trust Asiatic Carpets

From independent interior designers to large-scale property developers, Asiatic London remains a top choice in the UK’s flooring scene. Here’s why:

British-Based Expertise

As a UK-based rug brand, Asiatic understands the needs and tastes of British homeowners. Their products are designed to suit UK interiors and sizing standards, ensuring a perfect fit and feel for your space.

Long-Standing Reputation

With decades in the industry, Asiatic has built strong relationships with suppliers and retailers. This allows them to offer consistent stock availability, reliable delivery, and competitive pricing — without compromising on quality.

A Rug for Every Room

From hallways and kitchens to bedrooms and living rooms, there’s an Asiatic carpet for every space. Their extensive catalogue includes small rugs, runners, large area rugs, and bespoke sizes in various shapes and colours.

Sustainability and Ethical Production

As modern consumers become more conscious of how products are made, Asiatic continues to respond with responsibility and care. Many of their collections use natural fibres, sustainable dyes, and ethical production methods. By investing in an Asiatic rug, you're supporting a brand that values environmental responsibility and social impact as much as style.

The Home Rug Company: Your Trusted Stockist of Asiatic Rugs

At The Home Rug Company, we are proud to be an official UK retailer of Asiatic London rugs. We stock a wide range of styles, sizes, and textures to suit every room and taste. Our online store offers:

  • Free or fast delivery across the UK

  • Clear product photos and detailed descriptions

  • Flexible returns policy

  • Friendly customer support to help you choose the right rug

We believe in helping you shop with confidence, and that means offering only the most reputable brands — and Asiatic is one of the best.

A Legacy of Excellence

The story of Asiatic London is one of passion, family, and design excellence. From a humble London importer to an internationally recognised rug brand, they have remained true to their mission — to bring beautifully made, stylish, and long-lasting rugs into homes across the world.

Whether you are discovering Asiatic carpets UK for the first time or adding another to your collection, you can trust their rugs to deliver both comfort and quality.

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Orders

How do I track my order?

You can track your order 24 hours after it is placed.

Can I modify or cancel after it has been placed?

Eligible items can be returned for a refund of the merchandise value within 30 days of receiving an order. An original receipt or gift receipt is required.

What payment methods do you accept?

You can choose to pay with a Credit or Debit Card (Visa, MasterCard, American Express, Discover or UnionPay), Apple Pay, Google Pay, PayPal, Shop Pay, Klarna, or Diners Club.

Shipping

What shipping options do you offer?

We’re working hard to get your rug packed and on its way as quickly as possible. It usually takes 1–3 business days for us to process, pack, and dispatch your order. Standard and express shipping options are available at checkout. Orders placed after 12pm (UK time) will be processed the next business day.

How much does shipping cost?

We offer free standard shipping on all orders. If you'd like your order sooner, you can upgrade to express shipping for an additional £4.99, which can be selected at checkout.

Do you ship internationally?

At the moment, we only ship within the United Kingdom. However, if you're outside the UK and would like to place an order, feel free to contact us at [email protected] — we’ll see what we can do for you.

Returns

What is your return policy?

We offer a 28-day return policy for rugs. You have 28 days after receiving your order to request a return. To be eligible, the rug must be unopened, unused, and in a re-sellable condition, with all original packaging intact. Proof of purchase is also required.

  • Return shipping costs are the customer’s responsibility and non-refundable.
  • Items sent back without first contacting us will not be accepted.
  • Gift cards are non-returnable.

To start a return, email us at [email protected].

When can I expect my refund?

Once your return is received and inspected, we’ll notify you of the outcome.

If approved, a refund will be issued to your original payment method within 10 business days.

Please allow additional time for your bank or credit card provider to process the refund.

If it has been more than 15 business days since your return was approved and you haven’t received your refund, please contact us at [email protected].

How do I start a return?

To start a return, email us at [email protected] with your order number and reason for return. We’ll guide you through the next steps.

  • The rug must be in its original packaging.
  • It must be unused and unrolled.
  • You must include your proof of purchase.

Return shipping is at your own cost and will be deducted from the final refund if we provide a return label.