Where inspiration begins…

By Emma Hopkins Marketing manager Crucial Trading

CRUCIAL Trading designs and distributes the finest and most innovative natural floorings and rugs. Founded in London in 1986 by an entrepreneurial couple who saw a gap in the market, the brand today remains true to its original core values – to continuously innovate with bold, unabashed use of colour and creative textures and weaves using 100% natural materials.

Crucial Trading continues to be a leader in its field. Designed in-house, the textiles are made from natural plant fibres or wool sourced with the environment and sustainability in mind. There’s a choice of more than 80 different ranges in the collection including award-winning designs such as Mississippi and Fabulous.

From the brand’s original offering of Seagrass to Sisal, Coir, Jute and Wool, Crucial Trading selects the highest grade natural materials and transforms them into fibres that can be woven into its sought-after and durable designs.

The company is constantly innovating, using its experience of the right balance of individual ingredients and components to create the new, distinctive designs for which it’s so well-known.

It was the first company in the UK to create a new blend of floorcovering called Sisool – setting a trend for the combination of tactile but rugged Sisal and the softness of wool (pictured below).

All the plant materials are sourced from their home countries – such as India, Vietnam and China – where they grow in abundance and are chosen for their hardy, fast-growing nature. The processes used are unique to each one and range from being suspended in water for 10 months (Coir) to being stripped and dried in the sunshine for 30 days (Sisal).

Sisal continues to be a popular choice and Crucial Trading offers more than 20 designs in a range of colours. This hard-wearing tactile floorcovering collection sees new colourways added all the time to be able to keep up with the trends and not get left behind.

Recently introduced was Sisal Harmony, a collection of contemporary earthy and natural tones to guarantee a harmonious fit for every scheme available in a herringbone and boucle weave.

Crucial Trading also boast about its two-contract rated sisal ranges Grand Herringbone and Sisal Malawi each of which have been pre-treated with a stain protection treatment. These are suitable for any residential or commercial project from the design of the product right the way through to its performance.

Some of the wool used in Crucial Trading’s designs is sourced from the vast expanses of the mountainous regions of New Zealand where legend states that the unique altitude and seasonal rainfall produces the most luxurious form or wool, prized for its fine texture, durability and above all, purity.

With its insulating properties, wool is the most luxurious and cosy floorcovering choice, whilst being hardwearing and versatile. Building on their extensive knowledge and experience, Crucial Trading has developed a hospitality collection made from pure new wool. Designed with specifiers, architects and interior designers in mind, the collection provides a broad and diverse range of designs, all made from high quality and hard-wearing materials, which combine durability with supreme comfort.

There is an almost endless choice of designs, patterns, weaves and colourways available. In addition, the company offers a bespoke rug service enabling customers to design a rug entirely to their specifications which is then made by the talented team of craftspeople at their Kidderminster workshop.

Using the new online Rug Builder, customers are taken through the process, firstly choosing the floorcovering, selecting the style and material for the border and finally the dimensions.

The rugs can be finished with a single or double border, with or without piping. The borders are available in a choice of cotton, linen, leather or suede bindings making it possible to create a truly unique rug. The Rug Builder shows a 3D image of its finished rug which can be manipulated to provide the customer with a clear vision of how its design will look from every angle.

Crucial Trading opened its first London showroom on Westbourne Park Road in 1989, with a second showroom opening on King’s Road in 1999. This showroom is part of the Chelsea Design Quarter – a location that is at the hub of luxury interior design.

Crucial Trading is also available to purchase through a list of carefully selected retailers throughout the UK.

As members of The Carpet Foundation, Crucial Trading adheres to the rigorous standards of service and consumer codes of practice, approved and monitored by the Trading Standards Institute. Sourcing the perfect floorcovering with impartial advice enables their customers to buy with confidence.

Crucial Trading
01562 743747