Bestselling rugs in Europe Part 4

In Part 4 of our ‘Best Sellers Europe’ series, Lucy Upward looks at another seven bestsellers from European rug brands

Every rug we have delved into over the past month has had something different to offer. The Rocktail Rug by Ferreira de Sá, Paulig’s Salsa Swing, the Esquire design from Top Floor by Esti and édition 1.6.9’s Espiguette rely heavily on exceptional texture and materials to do a lot of the talking. On the other hand, those who buy into brands like Jan Kath, Rug Star and Wendy Morrison plus Amini’s Tapizoo collection are after a particular look.

The cc-tapis best-seller is Bliss Ultimate, a roundish, irregularly-shaped rug designed by Mae Engelgeer. The fact that this sells best goes against what many other companies say about trying to sell non-rectangular rugs. Every company has its niche.

In terms of comparing with the results from the best-sellers USA published in COVER 76, I think the differences are quite apparent and also predictable. The US market is aimed at interior designers and a country where extrasized rugs in neutral tones are the preferred choice. In Europe, brighter colour and a bit of drama in rug design is more sought after, although there are many who would disagree.

While collaborative collections within most design disciplines are a global phenomenon, I feel one sees a great deal more at European shows. Christopher Farr reintroduced this idea of art as rugs to the public back in 1988, when working with artists at the Royal College of Arts in London. Now many companies use outside artists and designers to bring in some drama and extra pizzaz. For Farr, best-seller is the Homage to The Square by Josef Albers sold through the CF Editions, while for Floor Story the recent winner is the brilliant Diagonal Melt designed by Henry Holland.

Ultimately most customers from whichever country are looking for a rug they can live with for multiple years. While I have not asked companies that sell solely traditonal-style rugs to be part of the article, tradition still has its place within interiors today, influencing the popular rugs of Reuber Henning, Battilossi and Jan Kath, plus Shame Studios’ Elo design with its reduced border composition.

The clients of London-based Tania Johnson’s make a beeline for the Waterlines rug, which has been a best-seller since it was introduced in 2012. It’s calm, clever, artistic and it’s a highly usable design. It does not shout but it speaks a clear message. The rugs depicted in this article need little justification.

Shame Studios

Ancient architectural motifs from the Temple of Minerva Polias in Athens and the bold designs and colours of Argentinian artist Julio Le Parc’s work inspired this flatweave silk best-selling rug Elo by London-based Shame Studios.

Vandra Rugs

Featuring flatweave areas in a black and white graphic pattern against densely knotted wool pile areas, the Pietra design by Ami Katz for Vandra Rugs is another recent best-seller that serves both as a simple and yet complex design.

Battilossi

For Battilossi, Joya in Medium Blue from the Kalash collection is a top-seller. Inspired by antique Verneh rugs, the designs are woven in Ghazni wool with intricate embroideries, that give three dimensionality and a refined vintage look.

Jan Kath

Savonnerie Surprise is the hand-knotted collection that Jan Kath sells best today. Erased Heritage was the ground-breaking series that made Kath’s name big but this newer collection is the next chapter in the Jan Kath rug story.

Tania Johnson

First launched in 2012, Tania’s Johnson’s Waterlines rug has been the best-selling design ever since. Based on Johnson’s photo of light dancing on water, clients have said how they love the calmness and fluidity of the design.

Wendy Morrison

A recent runaway winner for Wendy Morrison Design is the hand-knotted wool and silk rug, A Mughal Painting Part 2. Morrison’s bold, exuberant style echoes patterns of antique rugs expressed in a modern way with a contemporary colour palette.

Sahrai

Double Leopard from Sahrai’s NOOR collection features a wool relief sitting on a silk or viscose background, which highlights the beautiful leopard design. The bestselling rug offers a sophisticated animal print rug.