Years in the Dallas rug trade, then a company with his own name on it.

Loloi is a rug company based in Dallas, Texas, and it was founded there in 2004 by Amir Loloi. The trade magazine Home Accents Today set out the story in November 2023, as the business prepared to mark its twentieth anniversary the following year. The magazine said that Amir Loloi had emigrated from Iran to the United States as a teenager, and that while he was earning his bachelor’s degree from the University of Texas in Dallas he began his rug career with a traditional rug importer in the city.

He stayed in the trade and, in the magazine’s words, rose through the ranks before launching his own company. The company carries his family name: it trades as Loloi, and Rug News called it Loloi Rugs in 2009.

Amir Loloi described the thinking behind the launch to Rug News in January 2009, in an interview marking the company’s fifth anniversary. He said that he had wanted to get into his own business, and that his concept was a “value-driven and fashion-oriented” company with an infrastructure able to serve its customers’ needs. In the same interview he spoke of travelling overseas every couple of months to work directly with the company’s manufacturers, so that new products would be developed as a collaborative effort with the makers.

The early years were marked by a steady build-out in Dallas and at the trade markets. Rug News reported in 2009 that the company had built a headquarters and warehouse in Dallas around a year and a half earlier, and that it had expanded its showroom at the Atlanta market, where it marked each anniversary with a showroom party and new collections. Amir Loloi told the publication that he believed the company had helped to raise expectations of colour, design and value in the rug trade, a view he offered as the founder rather than one the magazine tested.

From rugs to a wider home range, with the family still at the centre.

By its twentieth year Loloi had widened well beyond the floor. Home Accents Today wrote in November 2023 that, in addition to rugs, the company offered wall art, throws, poufs and pillows, and that it had come to specialise in medium-to-high-end area rugs across many style categories.

The business remains a family one. The same article pictured Amir Loloi with his sons Cyrus and Steven at the company’s Dallas headquarters, and described Cyrus Loloi as a principal and the company’s chief marketing officer. It named Scott Eckman as company president, saying he had joined in February 2023 from Andmore, the trade-market operator.

Where the products are made is described by the company itself. Cyrus Loloi told Home Accents Today in 2023 that Loloi has been manufacturing with factories in India since its founding. Speaking of the wall-art range, he said that the pieces are inspired and developed all over the world, but that all of the art is made in Dallas. The magazine described one wall-art collection made with the designer Amber Lewis, in which artwork from Egypt is power-loomed and placed in a wooden frame, and said the company also offers three-dimensional, textural wall art.

Collaboration is a large part of how the brand presents itself. The 2023 article listed partnerships over the company’s first two decades with Angela Rose, Amber Lewis, Magnolia Home by Joanna Gaines and Rifle Paper Co., among others.

Cyrus Loloi summed up the company’s view of its own history in the same piece, saying that over two decades it had scaled its product assortment, customers and distribution, while keeping its focus on quality, good-looking products.

Design and documentation.

The brands in this group all make or sell rugs and carpets for the home. Rug and carpet brands in general sit at many different points in the trade, from family firms that still carry a founder’s name to labels that now belong to much larger flooring or furnishing groups, and a single name can cover hand-knotted, hand-tufted, flatwoven and machine-made pieces in wool, cotton, jute or synthetic fibre.

A rug brand’s identity is usually carried less by one design than by a name, a catalogue of patterns and the place or tradition those patterns point to, because the company behind the name may have changed hands, moved its weaving elsewhere or grown far beyond the mill or showroom where it started. That makes the questions behind each name worth asking plainly: who started it, who owns it now, and where and how its rugs are actually made.

Each guide separates what independent sources record from what the company says about itself — its founding story, its owners over time, where its rugs are woven and how its collections have changed — and marks plainly what rests only on the company’s own word.

A family name, a fashion brief and a long list of collaborators.

Loloi’s identity rests on a short, distinctive family name rather than on a single signature pattern. The company was built, as its founder told Rug News in 2009, around the idea of a fashion-oriented rug business that could also offer value and dependable service, and that brief still shows in the way it presents itself: a broad range across many styles, organised into named collections, sold to the trade from showrooms at the major markets.

The second thread is the shift from rug company to home brand. The 2023 account in Home Accents Today lists wall art, throws, poufs and pillows alongside the rugs, and gives the wall art its own origin story, with Cyrus Loloi saying it is made in Dallas while the rugs are made with factories in India. A customer meets the Loloi name across several categories of the same room.

The third thread is collaboration. The 2023 article lists work with Amber Lewis, Angela Rose, Magnolia Home by Joanna Gaines and Rifle Paper Co., with the Loloi name as the constant across those collections. The family continues to front the business, with the founder and his sons pictured together at the Dallas headquarters as the company approached its twentieth year.

For a design guide, Loloi shows how a rug house can grow into a wider home brand while keeping a plain family name at its centre and letting collaborators supply much of the visual variety. Compare another American rug company in our Surya brand guidelines and a design-led rug maker with roots in India in our Jaipur Rugs brand guidelines. For this guide we use indigo slate, wool gold, madder rust and undyed ivory with a serif, an unofficial interpretation; no product or logo is reproduced.

Keep Loloi’s identity on hand — save it to a board in the Made Good inspiration library.