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From Home Furnishing Business
Design Within Reach Launches Flooring Partnership with Beni
July 30,
2024 by Karen Parrish in Business Strategy, Designer Weekly, Industry 
Design Within Reach (DWR), launches its first flooring partnership with Beni, the global rug brand responsibly crafted in Morocco. Four exclusive designs in Beni’s recently launched Low Pile rug style, an elegant and restrained, shorter knotted weave - Brick, Borderline, Backgammon and Fences - join DWR’s ever-growing portfolio.
Handcrafted in Morocco utilizing 100% live wool, the collection offers DWR customers the highest quality in rug weaving. Building on traditional Moroccan design and embracing the concept of ‘perfect imperfection,’ the collection offers a modern saturated color palette rooted in geometric mathematical patterns that play with scale. The varying lengths and rug pile create unique irregularities that make each rug a one-of-a-kind offering.
When searching for a partner within the Moroccan rug category, DWR was drawn to Beni for their innovative and thoughtful approach to craft and ethical reputation within the weaving industry. Since its founding in Marrakesh in 2018 by Robert Wright and Tiberio Lobo-Navia, Beni has brought a new point of view to a 3500-year-old tradition.
By creating the first vertically integrated workshop of its kind in the country, the brand is transforming the way rugs are made in Morocco. In professionalizing the art of rug weaving, and elevating weavers historically relegated to the bottom of a long supply chain, Beni is able to provide compensation at 2-3x the national average and safeguards a heritage craft previously not considered a viable career path for young people.
The process begins with a third-generation family company where Beni sources the finest, heritage quality wool shorn humanely from living Atlas Mountain sheep. Then at their workshop in Tameslouht, just outside of Marrakech, the wool is woven by a team of expert weavers, and shorn, washed, dried and finished, to create a soft, durable rug that showcases its quality in materials, technique and artistry.
Every rug is a collaboration between designer and weaver, combining contemporary styles with centuries-old craft. While it can take up to 12 weeks to custom weave a single 8’ x 10’ rug, the partnership with DWR allows Beni to be available in-stock for the first time with quicker lead times. The rugs are offered in five sizes – from a runner at 2.5’ x 9’ to four rectangular options up to 10’ x 14’ – and range in price from $1,295 to $7,995.
The collection is now available to purchase online at dwr.com and nationally across DWR’s retail Studio locations.