Crucial Trading

Our bespoke rug service was introduced to the Crucial Trading product range, allowing customers the opportunity to build a rug to match their exacting requirements, which is now fulfilled by a talented team of craftspeople in our Kidderminster workshop. Continuing to prosper and push boundaries, Crucial Trading move offices from London to Shropshire shortly followed by a warehouse move to Mid Wales in 1991, allowing for more space for ever increasing orders and new products. The first Crucial Trading showroom opens in Westbourne Park Road, London.

The most popular of floor covering materials and it's easy to see why. Wool is natural, hard-wearing, versatile and supremely soft underfoot. With its insulating properties, it's the most luxurious and cosy floorcovering choice. It can be dyed into an array of colours and tufted into many patterns and textures. The majority of our wool is sourced from the vast expanses of the mountainous regions of New Zealand where legend states that the unique altitude and seasonal rainfall produces the most luxurious form or wool, prized for its fine texture, durability and above all, purity.

The Natural Rug Store is a leading online retailer of natural rugs and runners by Crucial Trading. Providing a complimentary samples service and free delivery on all orders within the UK mainland, and with 5 star customer service. The Natural Rug Company is a small family run business providing excellent customer service and proud to be an online retailer for Crucial Trading's bespoke Natural Rugs and Runners. We can provide a selection of free samples from the full range of products to help you design your rug and always happy to provide help and assistance if required.