Opening the Doors to a New Era at Teppich Jordan

German rug retail brand Teppich Jordan welcomes COVER Editor Lucy Upward to it’s recently refurbished showroom Jordan Campus

The history of Teppich Jordan

When I arrive at the stunning Teppich Jordan showroom in Tiengen, in the southwest corner of Germany, the eight person company team are busy clearing up one event and preparing for another. The firm’s hectic calendar of rug and art events kicked off in October, when the new space-which has been almost three years in the making-was fully revealed.

I get a tour of this high-end showroom from CEO Julia Jordan, a third-generation rug retailer. She explains how the brand’s story began when her grandfather, Theo Jordan, started selling stylish floor coverings back in 1958. Ten years later he opened his store on the Tiengen site and began sourcing handmade rugs in Iran.

Steered by individuals with a good eye for business, the company has striven to stay ahead of flooring trends.

‘My grandfather was always forward-thinking. I think this idea has stayed through the generations,’ says Julia.

In 2002 a big showroom renovation aimed to create a contemporary shopping experience, and in 2008 the new designer carpet department opened. Theo’s daughter Gerlinde then pushed the brand to stock examples of the height of rug fashion.

Today the company CEO is Gerlinde’s daughter – Theo’s granddaughter. Her ambitious plans for how the brand should respond to today’s market is well reflected in the showroom, from the rugs to the space.

In 2018 Julia returned to join the family company, after completing her MBA at Cornell and working in Europe. It was decided to totally rebuild the showroom on the original site, making it fit for today’s customers. It was then, in January 2022, that Gerlinde handed the company over to her daughter, to head the coming change.

The new age of Teppich Jordan

Titled Jordan Campus, the new showroom is multifunctional, including the outside space.

The front area next to the large glass windows that wrap the main building is currently a coffee shop with luxury tables and seating, but it can be used as a shop window, an art exhibition, or in the next few weeks it will become a space for a book presentation.

The large showroom area has rugs on the walls, in small vignettes and in low piles, while the room next door contains the highest-end rugs.

The next room is the event space, where the recent presentation with Jan Kath and another with Zollanvari took place. At the end of this is Theo’s Lounge, a bar and seating area for meetings and enjoying a drink.

The Jordan Campus event schedule began in October 2025, as a way of getting people into the showroom with events from rug discussions to art exhibitions. It builds a community and gets people to see the rugs in person.

Brands & Clients

As it’s based close to the Swiss border, the majority of Teppich Jordan’s clients are German or Swiss, while others come from other parts of Europe.

The brand works with interior designers and architects in places like Sweden and Mallorca.

‘They find us and they remain working with us because we do things differently,’ adds Julia. As with many rug retailers, custom design has become an important part of the business.

The company’s designs made with a team in India demonstrate the many options on offer while the space is also filled with colour and wellcurated designs from brands such as Jan Kath and Zollanvari, both popular choices.

At a time when experience is key to selling, Teppich Jordan has created a venue fit to welcome the next level of clients.

‘We wanted a space to reflect what the company stands for,’ explains Julia. The team have worked hard to create a setting that works for the future

Words by Lucy Upward