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Our Story
View StoryOur Process
View Process1986. Where It Started
Crucial Trading is founded by David and Janet Green in London. Set up to exclusively produce and sell only natural material floorcovering and remain at the forefront of innovative design.
1987. Bespoke Rugs
Our bespoke rug service was introduced to the Crucial Trading product range, allowing customers the opportunity to build a rug to match their exacting requirements, which is now fulfilled by a talented team of craftspeople in our Kidderminster workshop.
1988. A New Home
Continuing to prosper and push boundaries, Crucial Trading move offices from London to Shropshire shortly followed by a warehouse move to Mid Wales in 1991, allowing for more space for ever increasing orders and new products.
1989. Inspiring Showrooms
The first Crucial Trading showroom opens in Westbourne Park Road, London. A high street presence set to raise further awareness of the brand and for the first time, invite passing footfall to explore the collection and fuel imagination. The second showroom would open in South West London in 1992. Located on Kings Road, within the Chelsea Design Quarter, our presence would be felt at the hub of luxury interior design.
2017. Today
Crucial remains loyal to innovation and inspiring design with over 100 different floorcoverings in our collection including award-winning ranges such as Mississippi and Fabulous and materials including Sisool. Crucial Trading were the first to create this new blend of floorcovering in the UK, setting a new trend for the combination of tactile Sisal and soft Wool.
Choice
We have plenty of it but at times it can be hard to see the wood for the trees. A colour, a stripe, something neutral perhaps? Whichever you decide, you can be sure of superb quality supported by a rigorous design and manufacturing process.
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Free Samples
A huge part of the appeal of our natural floorcoverings is more than just their inspirational aesthetic. To appreciate their tactile quality and admire the design, material and production quality, you really need to see them up close. You can order up to five free samples from our website so you can be sure your selection is both the perfect feel and colour.
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Local Retailers
Firstly we source the finest quality materials from around the world. Our selection process is meticulous and we only choose materials we think will produce the best floor-coverings.
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Peace of Mind
Crucial Trading are proud members of The Carpet Foundation, which means we adhere to the rigorous standards of service and consumer codes of practice, approved and monitored by the Trading Standards Institute. So you know we will provide expert, impartial advice and ensure you find the perfect floorcovering for your personal requirements.
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Quality Design
Working closely with designers, we meticulously ponder over weave design, use of colour and fabric until the collaborative effort culminates in an end product worthy of the Crucial Trading seal of approval. Each year, our aim is to release ranges that push the boundaries of innovation, setting new inspirational trends and driving our market leading positioning.
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Quality Production
Once each design has been approved and the material gathered, it is delivered to factories, hand-selected for their stringent production and manufacturing process, ensuring every roll of floorcovering passes the Crucial Trading test. We work closely with the manufactures of all our products, with regular visits to review the process and ensure the results continue to be a stunning piece of natural floorcovering, we can be proud to put our name to.
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Quality Materials
We know it’s a false economy to produce these stunning designs on lesser quality materials. They might still look the part, but would they feel as good underfoot and would they stand the test of time in your home? Probably not. That’s why our material selection process ensures only the very best of wool, sisal, coir, jute and seagrass makes it into a Crucial Trading floorcovering. That’s the crucial difference. A copy of our essential guide to natural floorcovering can be found here.
Experience
We’re here to make sure you have the best possible experience in buying premium floor coverings.
Find A Retailer
Find a local knowledgeable retailer hand selected and recommended by Crucial Trading.
Find A RetailerDownload A Brochure
Filled with inspirational photography and a swatch directory. The book aims to inspire and delight, opening your eyes to further possibilities whilst aiding your decision making process.
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