The world of textiles is often associated with rich traditions and timeless craftsmanship. However, the story of Nordic Knots—a Swedish textile and rug brand—illustrates how innovation, accessibility, and strategic thinking can redefine a segment that many consider steeped in the past. From their roots in Stockholm to their growing influence in the United States, Nordic Knots embodies how modern design sensibilities meet the enduring appeal of high-quality craftsmanship.
Founded in 2016 by Fabian Berglund, his wife Liza Berglund Laserow, and his brother Felix, Nordic Knots is a relatively small company employing about 40 people. Despite its size, the brand has gained significant traction globally, earning fans ranging from British homeware designer Matilda Goad to television personality Scott Disick. The recent opening of their first U.S. store in New York’s SoHo district marks another milestone in their journey to make exceptional design accessible to discerning consumers.
Photo: Nordic Knots Co-founders (Source: OPUMO)
Redefining Design Accessibility
Nordic Knots has championed the idea that good design should not be limited to the elite. “We have a socialist way of looking at design,” explained co-founder Liza Berglund Laserow, referencing how the brand’s philosophy echoes Sweden’s egalitarian values. This approach sets them apart from traditional luxury brands, emphasizing quality and thoughtful design while keeping their products relatively affordable compared to other high-end rug manufacturers.
Their rugs, crafted from premium New Zealand wool and produced in India, reflect a balance of practicality and luxury. With price points ranging from $495 to $3,195 for their Grand collection, the brand positions itself as an option for those who value both aesthetics and durability. “Our hope is that you take our rugs with you into your next home,” said Fabian Berglund, underscoring the timeless quality they aim to offer.
Photo: A glimpse of the first American store of Nordic Knots in New York (Source: New York Times)
Marrying Tradition with Modern Marketing
Nordic Knots has embraced modern marketing techniques that resonate with today’s consumers. From leveraging social media to showcasing their products in well-curated homes, the founders have blended traditional craftsmanship with contemporary digital strategies. Early on, Liza styled rugs in the homes of friends, while Fabian captured and shared the visuals online. This grassroots approach evolved into collaborations with professionals across fashion, film, and design, further amplifying their reach.
The brand’s website reflects their consumer-first philosophy, offering a streamlined shopping experience with categories like “solids,” “patterns,” and “plush.” This practical organization helps overwhelmed consumers navigate a market saturated with choices. Their approach also emphasizes immediacy: 70% of their sales are direct-to-consumer, and most products are available without the long waiting periods often associated with custom textiles.
Expanding Horizons
Nordic Knots’ expansion into the U.S. is both strategic and sentimental. The co-founders met in New York, and the U.S. remains their largest market. Their minimalist SoHo store reflects the brand’s aesthetic: sleek, modern, and purposeful, with a mix of Scandinavian and contemporary influences. Beyond rugs, they’ve ventured into curtains, showcasing long, billowy textiles made in Milan, a nod to their desire to continually evolve while staying true to their core values.
As they plan to open another location in Los Angeles, Nordic Knots continues to grow its footprint while maintaining its essence—a commitment to quality, accessibility, and thoughtful design.
A Lesson for the Textile World
For the broader textile and apparel industry, Nordic Knots offers valuable lessons. Their blend of tradition, accessibility, and modern marketing demonstrates how even a niche brand can achieve global influence by staying true to its identity while embracing change. In an industry increasingly focused on sustainability and consumer connection, Nordic Knots is a shining example of how thoughtful, innovative approaches can weave lasting success.
Reference:
A Textile Company That Wants You to Feel at Home, by Thessaly La Force, New York Times, Published June 2024
