Founded in 1986 by David and Janet Green in London, Crucial Trading was set up to exclusively produce and sell only natural material floorcovering and remain at the forefront of innovative design. Known for their bespoke rug service, allowing customers the opportunity to build a rug to match their exacting requirements, is fulfilled by a talented team of craftspeople in their Kidderminster workshop.

Crucial remains loyal to innovation and inspiring design with over 100 different floorcoverings in their collection including award-winning ranges such as Mississippi and Fabulous and materials including Sisool. Crucial Trading was 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.


The Milano Rug defines Crucial Trading’s mid-century design heritage. It was first produced in 1951 when founder Gerd Hay-Edie collaborated with furniture designer Robin Day on an installation for the Tiennale di Milano. The Milano Rug is handwoven using specialist techniques and combines three yarn types that create a unique surface texture.