Style Your Space: Bedroom
Bringing together decades of design expertise and exquisite British manufacturing, Hug Rug x Graham & Brown is a celebration of craftsmanship, design and shared values. Blooming from a friendship that begun at university, two established British brands join together to create a timeless collection.
Two fourth-generation businesses, both with deep-rooted history in British manufacturing are at the heart of this collaboration.
Graham & Brown, founded in 1946 in Blackburn, Lancashire by Harold Graham and Henry Brown, has grown from a wallpaper manufacturer into an internationally recognised interiors brand. Today, the company designs every collection in-house, spanning wallpaper, paint, bespoke murals, soft furnishings, bed linen and wall art. Drawing inspiration from an archive of more than 50,000 original designs collected over nearly 80 years, the business continues to evolve while staying true to its creative heritage.
Meanwhile, in Yorkshire, Phoenox Textiles, the home of Hug Rug, has been manufacturing high-quality, sustainably made flooring products since 1954. Craftsmanship remains at the heart of the business, with generations of local families having worked at the factory over the decades, highlighting it's deep roots within the community and its ongoing commitment to British industry.
Although the products differ, both businesses share similar values, a dedication to British craftsmanship, thoughtful design, sustainability and creating products that last season after season.
The story behind the collaboration begins long before the first rug was designed.
Ellie Mosley of Hug Rug and Iona Graham of Graham & Brown first met while studying at Loughborough University. Although studying different subjects, Printed Textiles and International Business respectively, they shared similar backgrounds, having both grown up in family businesses in the North of England. After graduating, they stayed connected through social media, so when Hug Rug began exploring potential brand collaborations, Ellie immediately thought of Graham & Brown.
"I'd always felt their patterns would translate beautifully onto rugs," she explains. After sending Iona a message asking whether Graham & Brown had ever considered expanding into rugs, they discovered they had been thinking same thing.
For Iona, the opportunity felt incredibly natural. "Both brands share a similar ethos, with British craftsmanship, sustainability and a blend of heritage and contemporary design at the heart of their businesses," she says. "Bringing Graham & Brown's beautiful in-house designs to the iconic Hug Rug was an exciting opportunity."
The partnership represents more than a product collaboration; it's a meeting of two businesses connected by shared values, and a genuine friendship.
From the beginning, the collection was developed collaboratively, with both teams working closely to ensure every design felt authentic to each brand.
Drawing from Graham & Brown's extensive archive of in-house patterns, the designs were carefully adapted. Every detail was considered, ensuring the rugs would sit beautifully alongside existing wallpapers while also working as stand-alone design pieces within the home.
The collaboration extended beyond product development and design. Ellie and Iona worked together throughout the creative process, from curating the collection to the campaign photography and creative direction, ensuring the result reflected the identity of both brands equally.
The collection demonstrates how different interior elements can work seamlessly together, encouraging the embrace of coordinated spaces.
The designs selected for the Graham & Brown x Hug Rug collaboration showcase a signature mix of florals, foliage inspired patterns and bold statement prints that are synonymous with Graham & Brown’s design identity. Each original design has been handcrafted by our in-house team, reflecting the creativity, craftsmanship and attention to detail that have made them favourites within our community.
From lively colour palettes that bring energy and personality to a space, to calming neutral tones that create a sense of tranquility, the collection offers something for every home. Whether used to make a striking statement or to introduce a serene focal point, each design has been created to inspire beautiful and personable interiors.
What makes this collaboration particularly meaningful is the people behind it. As fourth-generation members of their respective family businesses, Ellie and Iona are helping shape the future of two established British manufacturers while honouring the heritage built by previous generations.
Their partnership also highlights the role of women within British manufacturing and design. It represents not only the continuation of family businesses but also a new chapter, led by fresh ideas, collaboration and creativity.
The collection tells a story that stretches from one British factory to another, connecting Lancashire and Yorkshire through shared craftsmanship and a commitment to designing products made to last.
The Hug Rug x Graham & Brown collection is a celebration of what British design and manufacturing does best: combining heritage with innovation, craftsmanship with creativity, and timeless style with modern living.
It's a collaboration built on shared values and a meeting of two family businesses that understand the importance of quality, sustainability and thoughtful design. From Lancashire to Yorkshire, wallpaper to rugs, and university friends to creative partners, every element of the collection reflects the power of a shared goal.
For both brands, this is just the beginning of an exciting new chapter, bringing beautifully coordinated British design into homes while celebrating the heritage that inspired it.
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