Nordic Knots, the Stockholm-based rug and home textile brand founded in 2016 by Liza Laserow Berglund, her husband Fabian Berglund, and his brother Felix Berglund, has made its department store debut at Harvey Nichols. The move marks a significant expansion from the brand’s direct-to-consumer roots.
The brand’s growth trajectory mirrors the broader expansion of Scandinavian interior brands into international markets, as consumers gravitate toward the clean lines and natural materials associated with Nordic design. Nordic Knots has benefited from this tailwind, building a loyal following among design-conscious consumers in Europe and the United States.
The collection at Harvey Nichols includes a curated selection of the brand’s signature hand-tufted wool rugs, known for their geometric patterns and muted Scandinavian color palettes. The partnership gives Nordic Knots a physical retail presence in one of London’s most prestigious department stores, alongside established luxury home brands.
For Nordic Knots, which built its business primarily online, the Harvey Nichols concession represents a strategic bet on the continued relevance of physical retail for high-consideration home goods. Rugs, in particular, are a category where customers often want to see texture and color in person before committing to a purchase.
Harvey Nichols, for its part, has been actively refreshing its home assortment to appeal to a younger, design-forward customer. The addition of Nordic Knots aligns with the retailer’s strategy of partnering with digitally native brands that bring an existing community and a distinct point of view.
