About Us

Crucial Trading design, manufacture and distribute the finest and most innovative flooring and rugs. Leading the way in creative design since it was founded in London in 1986 by an entrepreneurial couple who saw a gap in the market, the brand today remains true to its original core values – to continuously explore new weaves, textures and patterns using 100% natural materials.

As members of The Carpet Foundation, Crucial Trading adheres to the rigorous standards of service and consumer codes of practice, approved and monitored by the Trading Standards Institute. Sourcing the perfect floorcovering with impartial advice enables their customers to buy with confidence.

What services do you provide?

Rugs & Carpets

How would you describe your style?

"We continue to be a leader in our field. Designed in-house, the textiles are made from natural plant fibres or wool sourced with the environment in mind. There is a choice of over 80 different ranges in the collection, including award-winning ranges such as Mississippi and Fabulous. We are constantly exploring new weaves, and we were the first company to create a new blend of floor covering called Sisool – setting a new trend for the combination of tactile Sisal and soft wool."

Please describe a recently completed project or tell us about the bespoke service that you offer

"The company offers a bespoke rug service enabling customers to design a rug entirely to their specifications, which is then made by the talented team of craftspeople at their Kidderminster workshop. Using the new online Rug Builder (also available to download as an app), customers are taken through the process choosing the floorcovering, selecting the style and material for the border and finally the dimensions. The rugs can be finished with a single or double border, with or without piping. The borders are available in a choice of cotton, linen, leather or suede bindings making it possible to create a truly unique rug. Using the new augmented reality tool, customers can see their rug in 3D and in a lifestyle environment."