When it comes to furnishing our spaces, buying a rug can be low on the list of exciting purchases when compared to armchairs, tables or even smaller items such as candle holders. The process of selecting a rug can feel somewhat flat. This is the reality that Stockholm-based couple Liza Laserow Berglund and Fabian Berglund faced when looking for options for their own home – leading them to co-found, along with Fabian’s brother Felix, rug and textile company Nordic Knots in 2016.

“It was when we were buying a rug for our own apartment that we realised how difficult it is to navigate [the market],” says Fabian, who is Nordic Knot’s ceo and brand director, while Liza heads up the creative side. “There was a lot to choose from but not many appealing brands that you felt you could trust or know what they stand for. We felt a gap in the market.”

At the time, the couple were living and working in New York – Liza in the field of interiors and Swedish antiques and Fabian in advertising. This combined background is a powerful combination: Nordic Knots’ campaigns are often shot in people’s homes and given context with the help of clever staging. A plush wool walnut rug might be paired with a Le Bambole sofa by Mario Bellini. The graphic pattern of a flatweave carpet will sit in dialogue with modernist armchairs by Alvar Aalto. “We like to convey an atmosphere,” says Liza. “It’s about creating our perfect world. How do we envision our dream home in New York, Paris or by the coast? That’s the fun part.”

Today, Nordic Knots has something for everyone: wool, jute, shaggy styles, practical flatweaves, graphic patterns, solid colour, neutral, bold tones and collaborations with designers such as Giancarlo Valle, as well as a recent foray into the world of curtains. All of the company’s rugs are produced in India and the other textiles are made between Milan and Lake Como. This spring, Nordic Knots is adding new colourways to their bestselling Grand collection of wool (a standout is the pale-yellow Butter) and expanding their offerings of sheer curtains. 

When coming up with new collections, Liza and Fabian often find inspiration in their travels to cities such as Milan or Paris and design movements including Swedish Grace or Bauhaus. “There’s also a great heritage of weaving and textiles in Sweden because of the cold,” says Liza. “People would even hang rugs on the walls to insulate. So we don’t want to take away the functionality but we do want to add beauty – and it’s important to never compromise on quality. We want our customers to live with the product, so it should be able to take wear and tear.” Fabian agrees. “Everyone needs a rug.”
nordicknots.com