Nordic Knots is a Swedish rug and textile company that prioritizes making customers feel at home. The company, founded in 2016, has recently opened its first U.S. store in New York’s SoHo. The founders, Fabian Berglund and Liza Berglund Laserow, along with Felix Berglund, have carefully crafted the brand to be a balance of cool design and accessibility.
The couple’s vision for Nordic Knots is to offer high-quality rugs at a reasonable price point, filling a gap in the market where options were either very cheap or extremely expensive. Berglund, who has a background in advertising, and Berglund Laserow, who comes from a family of Swedish antiques experts, bring a unique perspective to the brand’s approach.
Their design philosophy is rooted in the idea that good design should be accessible to more people, similar to the ethos of IKEA. While Nordic Knots’ prices are higher than the Swedish furniture giant, they aim to provide customers with well-crafted products that add a touch of sophistication to their homes without breaking the bank.
The brand has already garnered a following among tastemakers, with fans like British designer Matilda Goad and reality TV star Scott Disick. Their rugs, especially those in the Grand collection, range from $495 to $3,195, offering a range of options for different budgets.
Nordic Knots’ first American store is designed to feel inviting and cozy, unlike a traditional design studio. The careful attention to detail in the store’s layout reflects the company’s commitment to creating a warm and welcoming atmosphere for customers to explore their products.
As Nordic Knots continues to expand its presence in the U.S., it will be interesting to see how their unique blend of Scandinavian design sensibility and affordability resonates with American consumers. The brand’s focus on quality, accessibility, and thoughtful design is sure to make them a standout player in the competitive textile industry.
