Travel

You likely don’t spend much time thinking about rugs. And why should you? Jodie Fried and Sally Pottharst do it for you. In 2009, they launched Armadillo & Co., a line of rugs handwoven by artisan weavers in India. The rugs are known for being incredibly soft—and truly meant for living. In fact, Pottharst and Fried—who has three young kids at home—personally wear-test each of the rug styles before sending them to market. The Beverly Hills flagship is the first US retail and showroom space for the brand, so it’s meant to be a place where customers can come in, review samples, see pieces in situ, and ultimately customize the rug-buying experience based on what they need.

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