The Rug Seller Limited becomes LHDG (Luxury Home Design Group)

  • The Rug Seller Limited has taken on a new company name to reflect its evolution into a multi brand home accessory retailer.
  • The Luxury Home Design Group sells home accessories from high-end and designer brands including Cole and Son, Orla Kiely and Ted Baker (pictured left to right)

The Rug Seller Limited has been renamed the Luxury Home Design Group Ltd, which includes four distinct home and interior e-commerce brands under the umbrella company –,, and

The move follows the recent acquisition of homeware business in March this year by the LHDG owner Daniel Prendergast. The entrepreneur, who created in 2007, had already added to the limited company more than five years ago followed by that specialises in designer brand homewares in 2020.

With a 15-year background in retailing, Prendergast has grown LHDG’s homeware portfolio into a successful £9m turnover operation, employing 25 members of staff and operating from a head office and three warehouse premises in Manchester.

Over the past two years the business has experienced exponential growth, continuing to operate during the lockdown periods and through significant investment in warehouse facilities and stock to meet growing demand.

Fast paced progress has also been achieved through the addition of new categories to the Rug Seller e-commerce platform – including bedding, cushions, wallpaper and paint. The brand has attracted many top name brands – many of which only select a small number of retail partners in a bid to protect reputation. Its designer brand partners now include renowned brands such as Brink and Campman, Orla Kiely, Clarke and Clarke, Morris&Co, Ted Baker, Sanderson, Calvin Klein, Louis De Poortere, Scion, Christian Lacroix, Abyss Habidecor and many more.

Prendergast is now looking to solidify the Luxury Home Design Group’s position in the sector as one of the leading multi-category online homeware retailers. He says:

“We have experienced a period of sustained growth which was propelled in part due to the pandemic. But as an established and robust ecommerce retailer we were in a position to meet this growing customer demand, scaling our operation to fulfil the increase in customer orders and putting us in a position to make business acquisitions and extend our category offering further.

“As such, this rebrand reflects where the business is today with a family of four distinct homeware brands, a multi-category approach to the sector and ambition to grow further.

“We have nurtured and grown our relationships with a number of designer homeware brands including Orla Kiely, Morris and Co and Ted Baker, as well as offering customers a curated selection of products that aren’t readily available on the high street. We are in an unrivalled position to offer shoppers a huge breadth of choice when revamping and furnishing their home with accessories, furniture and wall coverings for all budgets and tastes.”

In addition to selling directly to consumers, the business supplies architects, interior designers, boutique hotels and TV companies.

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