Rug Company Digital Experience Design

Rug Company

Global Commerce, Content and B2B Digital Experience.


A multi-year digital experience and marketing partnership with The Rug Company.


2018 - Present

The Challenge

The Rug Company have been pioneers in delivering luxury contemporary rugs, combining the ancient art of rug making with design collaborations with iconic fashion houses such as Vivienne Westwood, Alexander McQueen and Paul Smith.

The business approached Matter Of Form to help reposition the organisation as a luxury lifestyle brand to coincide with its 20th anniversary. They wanted to be able to offer a seamless, engaging experience to customers both on and offline. The website had to be brought to the very heart of the global customer experience, while dramatically increasing conversion and online sales.

We were asked to revitalise the brand and online presence, through brand strategy, UX, design and technical build. The digital experience was designed in a way to deliver a sense of trust and ease, which is important as the products have a high price point (£100k plus in some instances).

Building a foundation for growth.

Moving away from their existing WooCommerce site and onto a much more robust Magento 2 platform provided an opportunity to enhance the online experience from both a design and performance point of view. Leveraging Magento’s established inventory, order management and payment functionality, we were able to build upon solid foundations to deliver a high-end look and feel alongside luxury features reflective of the brand’s caliber.

In doing so, Matter of Form was able to turn a low-performing, low-revenue generating site into a serious sales channel for what had traditionally been a bricks and mortar business. We were able to prove that customers would not resist purchasing high-priced homewares online if presented with the best possible experience. One of our biggest collective achievements to date was a December 2019 archive sale that saw such success, the business met it’s online revenue targets for Q1 2020 early, and in a matter of days.




Overall Conversion


Revenue Increase Online

Translating high touch service online.

Consumer and trade customers can now design their own rug online and then either purchase directly from the site, or visit a Rug Company store where they can access their designs to discuss in more detail with one of the company’s expert craftspeople.

Beyond the technology, Matter Of Form has remained a strategic partner of The Rug Company throughout our relationship. Leveraging our extensive online retail experience, we are actively involved in The Rug Company’s online roadmap planning and prioritisation, collaboratively working towards commercial objectives and offering advice and guidance where needed.