How a B Corp. crafts luxury with a conscience | Voices

These days, people are becoming more mindful about what is brought into their homes. Steadfast in the conviction that our spaces should shine a light on our values, consumers are seeking more from the brands they support. They want to know who is behind the products they purchase, how those pieces are made, and, crucially, what their broader social and environmental impact is. In this era of heightened awareness, a brand’s ethical credentials should be regarded not just as a trend but as an imperative.

In 2021, Armadillo became the first American and Australian rug brand to be certified as a B Corp, joining a global community of 10,000 companies that balance profit and purpose. The rigorous certification process requires full disclosure and documentation across all aspects of the business, as well as regular reviews to maintain the coveted status. As a third-party accreditation, it offers valuable reassurance that our customers are investing in a truly sustainable product.

Rugs that lie lightly

In the design world, luxury is often the ultimate aspiration. To us, true luxury is leaving the world better than we found it. Since 2009, Armadillo has been guided by a desire to have an impact not just in the home but in the wider world we live in, creating timeless rugs that are handcrafted from the finest natural fibers so that they leave as light a footprint as possible. Undertaking B Corp certification was a deliberate step towards strengthening our commitment to people and the planet, but there were many other pieces of the puzzle.

In 2023, we became a carbon-neutral organization and published an Impact Report, which outlined our long-term initiatives in alignment with the United Nations‘ Sustainable Development Goals. As a gesture of transparency, we continue to share updates on an annual basis. Armadillo’s B Corp certification, which assesses our overall impact as a company, is also complemented by an ongoing partnership with the International Living Future Institute to measure the sustainability of the rugs themselves. Each rug comes affixed with a Declare Label to signify that it is 100% free from harmful toxins, materials, and chemicals that threaten human health or the environment. For us, using business as a force for good is not an end goal to be accomplished but an ongoing journey.

Giving back is the way forward

Long before becoming a B Corp, Armadillo was committed to giving back to the community. As our Australian-born brand has grown into an international business with eight showrooms and a presence in more than 40 cities around the world, so too have our philanthropic efforts expanded. From initially funding a local school in India attended by many of our artisans’ children, we now have partnerships with ten charitable organizations in four countries – each one chosen to support causes close to our heart, from gender equality and environmental education to disability and the arts.

At a time when many other businesses are walking back their targets, we are doubling down on our mission to make a difference. Last year, we recertified as a B Corp with the highest score of any rug brand and amongst the top 5 in the wider furniture category. We’re committed to scaling our business responsibly and inspiring other brands in the luxury interiors space to be agents of positive change. B Corp certification remains our north star – a blueprint for a better future, unlike any other, that pushes us to continually raise the bar. Through the lens of B Corp, we’re not just measuring success – we’re redefining it.

Author Alarna Rose is Armadillo’s Head of Purpose