Bremworth’s new brick-and-mortar store seeks to enhance the rug-buying experience

Finding the perfect rug for your home can be a difficult task. To tick the size, material, and style boxes, a custom rug is often the best solution. While it is possible to order a custom rug online, the opportunity to see, feel, and discuss the materials, style, and size of your rug in person is unmatched by e-commerce.

“We know that for many consumers purchasing a rug online or from a small sample can be challenging,” says Greg Smith, CEO of Bremworth. This knowledge, plus a noticeable growth in rug purchases due to the popularity of hardwood flooring, sparked Bremworth’s decision to establish a brick-and-mortar retail store. 

“The 99m2 retail store is designed to address issues faced by consumers unable to find floor coverings to match the size of their furniture by designing custom rugs on-site that are an exact fit for the space.”

Located in the Residium Design + Build Centre (formerly Home Ideas Centre) in Parnell, the Bremworth concept store joins 80 other home and living suppliers in the building.

“We’re now able to offer our customers and interior designers an immersive retail environment where they can get inspired, learn about and interact with the brand. Once we have proof of concept, the natural next step will be to expand the concept to other locations around the country, with the potential to establish stores in Australia and other export markets, too.”

Inspired by New Zealand wool

Referencing the raw beauty of both nature and Bremworth’s fibre of choice, New Zealand wool, the store’s interior has a chic, Japandi aesthetic. 

“Our beautiful new space was brought to life with the help of Izzard Design and FSL Construction & Interiors. We wanted to create a place where people could come and immerse themselves in our luxurious wool rugs. The interactive nature of the store creates a seamless experience for our customers as they choose a flooring solution.”

A visit to the store allows customers to feel the texture and see the colours of the various piles, something online shopping cannot do justice. With a team of specialists on hand to assist you as you decide on the perfect rug for your space, it’s easier than ever to commission a bespoke piece. 

The store also has a dedicated nook for rug design, with a selection of on-trend materials you can use as inspiration if you’re at the beginning of your interior design journey. If you have samples of your own, Bremworth encourages you to bring them in so you can create mood boards and play around with combinations of textures, colours, and materials.

“In-store, we have the opportunity to work with a customer to understand what their needs are, design a custom rug that perfectly matches their space, and then deliver it to their home. It’s exciting because a customer can transform the look and feel of a room in minutes with a rug they design,” Smith says.

Designing your bespoke rug

Bremworth’s three most popular rug styles — Galet, Samurai, and Levante — each have their own special qualities. Though all three rugs are made in a loop style, the Galet and Samurai are chunkier, with the Galet featuring a random loop pile and unique yarn structure for a distinct textural experience. The Samurai’s pile is orderly in appearance, for a sleek, luxurious finish, while the Levante has a more classic, slim loop look. 

Each rug is made from 100% New Zealand wool fibre, ranging in thickness depending on the loop style. Edging options include overlocked, concealed, and fabric, available on rectangle, square, and round-shaped rugs. The rug’s dimensions are made to fit your home, with Bremworth’s in-store specialists able to offer styling and furnishing advice. 

Since opening, Bremworth’s retail space has played host to the planning and design of many rugs for Kiwi homes.

“We’re proud to have welcomed many specifiers and homeowners through our showroom experience, helping bring more natural materials into their homes and spaces.”

Visit Bremworth’s new Parnell store at 165 The Strand, open seven days a week.