Leadership transition Recent leadership changes, including the departure of the managing director for global partners & Middle East and a new creative director, signal potential shifts in strategic priorities and partnership approaches. This presents an opportunity to re-engage with global and regional decision-makers and align with new leadership on high-value collaborations.

Bold collaborations The launch of Bauhaus-inspired pieces with designer Paul Smith demonstrates a strong appetite for high-profile partnerships and design-forward collections. Sales efforts can target luxury retailers, design studios, and hospitality buyers seeking distinctive, premium rug lines.

North America growth Appointment of a senior VP of sales for North America indicates a focused expansion into the U.S. and Canada. Target opportunities include luxury interior projects, hospitality chains, and premium e-commerce partnerships in North America.

Global partnerships Strategic partnerships with press and platforms (Dezeen Designing in Dialogue) and a globally oriented brand position suggest opportunities to co-market with media, design events, and sustainable luxury advocates to reach affluent, design-conscious customers.

Premium materials With a heritage of handmade, sustainably sourced materials and generation-long durability, there is potential to upsell to high-end residential and commercial buyers seeking investment-quality rugs, as well as service extensions like care programs and warranty partnerships.