Armadillo | Handcrafted luxury rugs | Natural, Ethical and Sustainable.

Our Purpose

Founded in 2009, Armadillo is a truly sustainable company – for the good of the world we live in and all who journey with us. Our rugs are made with natural materials and energy-efficient processes, designed to counteract today’s throwaway culture and stand the test of time.

Our rugs lie lightly
on this earth.

We're here to make an impact in your home and the world around us.

In 2021, Armadillo became the first Australian rug brand to become a Certified B Corporation™️, joining a global movement of business as a force for good. B Corps are internationally recognised as meeting the highest standards of social and environmental performance, public transparency and legal accountability. Our certification represents Armadillo’s steadfast commitment to ever lightening our footprint on this earth – which has so generously sustained us and on which the quality of life for future generations depends.


Our rugs help keep a timeless artisan legacy alive.

Our rugs are crafted by hand for an enduring beauty and impeccable quality that promises to age gracefully over time. Each intricate knot and weave is a gesture in patience, honoring the raw integrity of natural materials and a sustainable tradition of timeworn processes. This painstaking craftsmanship results in an authentic rug with the rigor to accompany you through the moments that matter, from one generation to the next.


We stand for sustainability in action.

We strive to leave as little impact on the earth as possible. Each rug is made from carefully sourced natural fibres such as jute, wool and linen and crafted using energy efficient processes – resulting in a product of quality, longevity, and hence sustainability. All of our rugs come with a Declare Label from the International Living Future Institute, outlining exactly how they are made, what they are made of and where they will go at the end of their life to give customers greater manufacturing transparency and the confidence to know that they are investing in a truly sustainable product.


Every Armadillo rug helps support a village, build a school and educate a child.

We uphold Fair Trade practices and are members and supporters of the Care & Fair program to combat illegal child labor and improve living conditions for our artisans and their families.

In 2017, we established the Armadillo Foundation, a non-profit organisation whose mission is to improve lives in the underprivileged communities in which we serve. We donate 10% of net profits towards educational, healthcare and environmental initiatives, including full funding of the KVM School in India attended by many of our artisans’ children. By bringing an Armadillo rug into your space, you’re creating opportunities they otherwise would not have.


Our Founders

Jodie Fried and Sally Pottharst are the visionary thinkers and entrepreneurial spirit behind Armadillo. Together they share a lifetime passion for artistry, sustainability and social change.

All expressions of the Armadillo brand draw from their bold and instinctual approach to creativity. With Jodie working from Los Angeles and Sally from the Adelaide Hills in Australia, they continue to envisage and design every Armadillo collection together.

Inspired by originality and led by instinct, their work not only embodies the curation of art and culture, but also helps to sustain the legacy and livelihood of traditional artisans and support philanthropic endeavours through the Armadillo Foundation.

Jodie and Sally’s commitment to sustainability is infused throughout their business, with their driving mantra at its heart to ensure our rugs lie lightly on this earth.

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