Loomah to Debut Avalon by Loomah at Decorex 2025

Loomah, renowned for luxury bespoke carpets and rugs, have announced their return to Decorex 2025, where they will officially unveil their new sister brand, Avalon by Loomah – marking an exciting new chapter in the Loomah story.

Founded in 2001 by husband-and-wife team Andrew and Natalie, Loomah leads the way in luxury bespoke carpets and rugs, blending traditional craftsmanship with contemporary design. Whether for a residential interior, commercial project, or private yacht, Loomah offers handmade carpets and rugs in any size, shape, and colour.

With over 35 years of experience collaborating with the finest artisans and factories, Andrew and Natalie founded Loomah with a vision to deliver a personal and unique design service. Now, with a growing team and showroom on the King’s Road, Loomah is celebrated for its attentive approach, exceptional quality, and distinctive design.

TINTAGEL, Avalon by Loomah

All Loomah’s carpets are designed in-house and expertly hand-tufted to the most exacting standards by highly skilled craftsmen. The possibilities are endless thanks to the diversity of materials, colours, and shapes available.

AVALON BY LOOMAH

This year marks the launch of our new sister brand, Avalon by Loomah. Proudly designed and made in Britain, Avalon brings together exceptional design and unrivalled convenience.

An organic response to the growing demand for original design, superior craftsmanship, and outstanding quality – delivered with the speed and ease demanded by today’s interiors – Avalon redefines what it means to be bespoke. By capturing the essence of luxury without the extended lead times traditionally associated with high-end interiors, Avalon makes Loomah’s celebrated design expertise accessible to a new, design-conscious audience.

WHITBY, Avalon by Loomah

ETHEREAL COLLECTION

Avalon by Loomah will unveil its debut collection, the Ethereal Collection, at Decorex 2025. Inspired by the rich tapestry of British myth and legend, the collection features eight original rug designs that weave storytelling into contemporary craft. From tidal gradients and wind-swept borders to echoes of stone circles, castles, and coastal folklore, each piece fuses organic textures with timeless motifs, rooted in British craftsmanship. The result is a collection that balances quiet elegance with bold statement-making, offering versatile designs that bring narrative, texture, and enduring luxury to today’s interiors.

ELVA, Avalon by Loomah

NEW DESIGNS BY LOOMAH

Alongside the launch of Avalon by Loomah, we will present three rugs that showcase the depth and diversity of Loomah’s design portfolio.

LENORE

Lenore is a bold exploration of texture and abstraction, hand-tufted in a revolutionary yarn spun exclusively from upcycled plastic bottles recovered from the ocean. A dynamic interplay of smooth cut pile and contrasting loop creates a richly tactile surface, adding dimension and depth to this expressive design.

Inspired by a photograph capturing the organic beauty of rusting paint, Lenore translates decay into design – echoing the raw, emotional energy found in the work of abstract expressionist Lee Krasner. Like Krasner’s paintings, the composition is layered, gestural, and deeply instinctive, blurring the line between chaos and control.

Handmade using luxurious materials and expert techniques, Lenore brings a painterly sensibilityto the floor – making it both a statement piece and a conversation starter.

MONTGOMERY

Montgomery is a contemporary interpretation of the traditional Agra rug, reimagined for today’s interiors while honouring its classical roots. Characterised by a densely patterned all-over design of arabesques and stylised florals, it is framed by a grand, ornate border that creates balance and structure.

A rich palette of terracotta, sage, and deep indigo set against a soft neutral ground infuses the design with warmth and depth. This fusion of earthy tones evokes understated luxury, making Montgomery a striking yet timeless addition to both classic and modern spaces.

Meticulously hand-knotted in Nepal by highly skilled artisans using a luxurious blend of wool and silk, Montgomery combines the natural sheen of silk with the durability of wool. More than a rug, it is a statement of enduring elegance and refined craftsmanship.

CLYDE

Clyde is hand-tufted in a groundbreaking upcycled yarn, crafted from plastic bottles recovered from the ocean and transformed into a luxurious new fibre. A celebration of both heritage and innovation, Clyde draws inspiration from the sinuous elegance of Art Nouveau and the refined geometry of Charles Rennie Mackintosh, capturing a timeless interplay between nature and structure.

Flowing lines echo the organic curves of nature, while carefully balanced symmetry reflects Mackintosh’s architectural clarity. The subtle contrast of bevel carving and tip-shearing creates depth and movement, resulting in a dynamic, almost sculptural finish.

With a palette of muted blues, greys, and deep accents that evoke the moody sophistication of early 20th-century decorative arts, Clyde remains thoroughly modern. A bold fusion of artistry, sustainability, and craftsmanship, it is a statement piece for interiors that value both beauty and responsibility.

Visit us at stand B55 from 12-15 October 2025 at Olympia London to explore our latest collections, meet the Loomah team, and experience firsthand the artistry, innovation, and craftsmanship that define our brand. We look forward to welcoming you.

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