Crucial Trading


With a history dating back to 1986 (fairly modern in the carpet world!) Crucial Trading is an artisan floor covering company putting innovation at the centre of the business.

We’ve been huge fans of Crucial Trading rugs and carpets for many years now and as our new showroom spaces take place at our Felsted site, we are really pleased to have specified the beautiful Sisool rugs for the new Spenlow kitchen showroom as well as the sitting room / meeting room area in our design studio.

Crucial Trading have such an innovative approach to natural floor coverings, and we love how organically the company has grown over the years – it’s amazing to see how the company have developed over the years so we thought we’d share their inspiring rise to interior greatness here.

Where it all began…

1986 – Crucial Trading was founded by David and Janet Green in London. At the time, they were running a business for the import of sisal and coir, the very products that would go on to become the beautiful carpets they are known for today.

1987 – The bespoke rug service was introduced, this allowed clients to build a rug that would perfectly fit the space it was intended for, this service is now fulfilled by a talented team of craftspeople in their own workshop in Kidderminster.

1988 – Crucial Trading moved offices to Shropshire from London as well as a warehouse move to Mid Wales in 1991. This allowed more space for the orders and new products now in demand.

1989 – The first Crucial Trading showroom opened in Westbourne Park Road, London. This bricks and mortar presence was designed to raise further awareness of the brand and for the first time, invite passing footfall to explore the collection and fuel imagination. A second showroom opened on the famous Kings Road, within the popular Chelsea Design Quarter, in 1992.

2017 – Crucial Trading continues to innovate and inspire design with an offering now of over 100 different floor coverings including award-winning ranges such as Mississippi and Fabulous and materials including Sisool.

Crucial Trading | Humphrey Munson


Crucial Trading were the first company to create and use this new blend of floor covering in the UK. Sisool is a blend of the natural plant fibre material Sisal (made from Agave Sisalana, a close relative to the plant that gives us tequila!), full of rugged charm along with natural Wool for the utmost softness.

With a tagline that reads ‘Where Inspiration Begins’, they opened the previously mentioned showrooms to ‘fuel imagination’ of potential customers and show first hand the options available using the products.

As a company, they are adamant to only use natural and high quality products. In particular, the wool used is made from pure New Zealand mountain wool and produced with a partner company who ensure not only sustainability but also a fair share for their farmers.

Crucial Trading | Humphrey Munson

We are so excited to photograph our new showroom spaces soon featuring the Crucial Trading rugs – they really are a dream floor covering. Images: Crucial Trading

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