29 APRIL 2026 · MILESTONE
Topping-out ceremony for the benuta.one Campus
Our new group campus in Bornheim-Hersel has reached structural completion — final completion planned for Q2 2027.
01 / 10benuta · seit 2008
Excellence
in Every
Thread.
Where rooms become home.
A design brand for textile interiors. From Bonn, since 2008. Three German Design Awards 2026. Germany's largest online rug retailer. Live in 15 localised shops. Bootstrapped from day one.
Since2008
Design quality
continuously from Bonn
15
Shops
localised + 1 EU shop
30
Countries
with physical shipping
10,000
Products
curated
100%
In-house brands
our own design language
150+
People
in the benuta Group
Up to20,000
Parcels / day
from our fulfillment at BA Logistics
€0
Investor capital
bootstrapped since 2008
02 / 10BUSINESS MODEL
Design.
Sourcing.
D2C. Tech.
benuta is a design brand with its own value chain. We design our rugs ourselves. We choose the world's leading manufactories for each technique. We ship directly — without intermediaries. And we run the tech platform that makes all of this possible ourselves.
01
Design
In our studios in Bonn we develop several collections per year — from colour concept and pattern development to the specification of every single yarn.
From colour concept to yarn specification — all in-house.
02
Sourcing
Hand-tufted, hand-knotted, machine-woven — produced at the world's leading manufactories in India, Turkey, China, Egypt, and Belgium. Personal relationships, no middlemen.
~1 year to develop a collection.
03
D2C
Up to 20,000 parcels a day leave our fulfillment at BA Logistics (34,000 m²). 15 localised online shops, shipping to 30 European countries — directly to the customer, without intermediaries.
15 localised online shops, 30 shipping countries.
04
Tech
A modern, headless e-commerce platform, our own warehouse management system, AR room preview, AI-supported visualizations. At benuta, tech is not a support function but a strategic pillar — built to bring design decisions quickly to the people who should see them.
Platform and logistics under one roof.
We create rugs.
And the shopping experience
that goes with them.
A design brand is measured by how consistently it carries its standards through — from the first sketch to the click in the shop. In 2026 our shop received the Shop Usability Award “Best Customer Experience” — for its inspiring customer journey, the AR preview in your own room, and the interplay of design, brand identity, and user experience.
01
Inspiration through rooms
Rugs in real rooms instead of sterile studio shots.
02
Three ways to your rug
Product, room, or stage of life.
03
AR room preview
See the rug in your room before we ship it.
04
Our own logistics
Fast shipping, 60-day return policy.
Trusted Shops Excellence · 15 localised shops + EU shop
03 / 10NEWS & HIGHLIGHTS
What's happening
at benuta right now.
2026 · AWARD
Shop Usability Award — Best Customer Experience
Recognition for the online shop's inspiring customer journey, its AR visualization, and the interplay of design, brand identity, and user experience.
2026 · AWARD
Triple German Design Award win
With NIO in red, KEITH in orange, and NAMI in cream/blue, benuta wins three times in the category Excellent Product Design – Home Textiles and Home Accessories.
04 / 10BRANDS
Where rooms become home.
A home is more than a room. It's the place where life shows itself — where we live, love, work, and come to rest. A rug can change the character of a room completely — and the character of a room shapes how we live.
We believe: every person, every family deserves a home that reflects their style. Not trends. Attitude.
One masterbrand. Five sub-brands.
benuta is the masterbrand. The five sub-brands each answer a moment in the home — from the first colourful statement to the hand-knotted premium piece. Each with its own tone, all with the same design attitude.
05 / 10RESPONSIBILITY · PEOPLE & PLANET
We take Responsibility.
From day one.
For the people who make our rugs. And for the planet we live on. Both are lived practice — running parallel to our business model from day one.
WE CARE FOR OUR PEOPLE
Fair conditions. Education as the driver.
Most of our rugs are made by machine in modern factories, some by hand. Whatever the production route — we make sure that the highest safety and quality standards are met, along with fair working conditions.
We have been a member of Care & Fair — Rug Trade Against Child Labour for years. Since 1994, the initiative has worked with around 400 companies worldwide for fair working conditions and against illegal child labour in producing countries like India, Nepal, and Pakistan. The benuta School in Mawaiya, built together with Care & Fair, is the most visible step of this commitment.
BENUTA SCHOOL · MAWAIYA, INDIA
benuta School
Mawaiya.
On 16 April 2024, we opened the benuta School in the village of Mawaiya near Mirzapur — a traditional rug-weaving region in India. Up to 400 children and 40 women find education and space to grow here. We don't donate — we build.
“In countries like India, child labour results from a lack of education and the poverty that comes with it. Simply donating money isn't enough for us — we want to fight the problem at its root.”
Opening
16 April 2024
Pupils today
up to 400 children (grades 1–3)
Full capacity
up to 400 children + 40 women
Donations from the shop
over €25,000
WE CARE FOR OUR PLANET · MATERIALS & PRODUCT
Materials with responsibility.
The fibres in a rug decide more than just how it feels. They decide CO₂, water use, waste. Since 2019, we have systematically designed more sustainable material lines.
01
Recycled materials — since 2019
Polyester from PET bottles. Recycled cotton. We use plastic that already exists, extend its lifespan, and prevent new waste. Our KIAH collection received the Green Product Award in 2022.
02
Natural fibres — 40% of the range
Wool, jute, cotton, sisal. Renewable raw materials that grow without chemical processes. Today, natural fibres already make up 40% of our range.
03
Washable rugs — against the throwaway mindset
Many of our cotton rugs, especially children's rugs, are machine-washable. A stain is no reason to throw a rug away.
Our sub-brand PURE brings together everything made from recycled or natural materials.
More on PURE in our brand worldWE CARE FOR OUR PLANET · CLIMATE & OPERATIONS
We act on the ground.
Responsibility doesn't end with materials. It runs through our sites, our logistics, every box we ship.
01
CO₂ offsetting with ClimatePartner
Together with ClimatePartner, we calculate our emissions and offset them through the climate protection project 'Efficient Cookstoves' in Maharashtra, India — traditional cooking setups are replaced with more efficient stoves, which saves emissions and reduces smoke exposure.
02
Green electricity & solar power
Our Bonn office runs on green electricity. We have installed solar panels on the warehouse extension in Dormagen.
03
Mobility for our team
Public-transport pass, bike-lease scheme, EV charging stations — helping our team reduce their personal CO₂ footprint.
04
Packaging & shipping
Custom-cut boxes instead of oversized ones, no filler material, FSC-certified cardboard where possible. Smaller parcels mean more efficient shipping and less waste. Our rug-sample service reduces returns — and therefore further CO₂ emissions.
INDEPENDENTLY CERTIFIED
Five certifications that
verify our responsibility independently.
OEKO-TEX® STANDARD 100
Many of our rugs and accessories — including children's rugs — are tested for harmful substances.
Global Recycled Standard (GRS)
Identifies products with at least 50% recycled content and compliance with social, environmental, and chemical standards throughout production.
FSC® Forest Stewardship Council®
Used on our shipping cartons and in some products — processed wood fibres from more sustainable, resource-conscious sources.
Care & Fair
Initiative against illegal child labour in the rug trade, active since 1994 — we are a long-standing member.
Cradle to Cradle Certified® Silver
Selected products are resource-conscious, safe, circular, and responsibly manufactured.
06 / 10BENUTA GROUP
Three companies.
One ecosystem.
D2C e-commerce, HQ Bonn
benuta GmbH
The brand's home. Design studios, marketing, tech, service, and the commercial team.
Managing directors: Monika Adler & Ali Bagheri
Logistics centre Dormagen
BA Logistics GmbH
34,000 m², 30+ loading docks, up to 20,000 parcels per day. Solar power and heat pumps in operation.
Managing director: Karim Haschemi
Project development
BA Real Estate GmbH
Developer of the new group campus benuta.one in Bornheim-Hersel.
Move-in Q2 2027
BENUTA.ONE · BORNHEIM-HERSEL · MOVE-IN Q2 2027
The green campus
between Cologne and Bonn.
From 2027, our new group campus is rising on 22,800 m². Three buildings, a green inner courtyard, around 280 workspaces. Conceived as an open platform — also for other brands that need logistics, showroom, and studio under one roof.
4,500 m²
Office building
Light-filled workspaces for marketing, design, tech, and administration.
7,000 m²
Logistics hall
Directly connected to the existing logistics, optimised for rugs.
3,000 m²
Showroom
A meeting space for customers, B2B partners, and interior architects.
- Location
- Bornheim-Hersel, between Cologne and Bonn
- Total area
- 22,800 m²
- Workspaces
- ~280
- Groundbreaking
- 23 September 2025
- Completion
- Q2 2027
- Construction partner
- Goldbeck West GmbH
DGNB GoldKfW Effizienzhaus 40QNG “Plus”100% solar power
07 / 10B2B
Your business.
Our rugs.
Better together.
With pro.benuta.com, we give businesses in retail, interior design, and resale direct access to our complete assortment. Over 10,000 articles — in stock, with reseller terms, optional dropshipping, and automated data feeds into your own shop.
In stock
Direct shipping from our 34,000 m² fulfillment at BA Logistics.
Dropshipping & reseller margins
Sell without building your own warehouse. We ship directly to your customers — with your branded paperwork or neutral. Plus: market-fair reseller margins with volume scaling.
Automated data feeds
Product data, inventory, pricing — delivered as a data feed straight into your system, no manual updates.
08 / 10CAREERS
Excellence isn't only about what.
It's about how.
A good product comes from good decisions — and good decisions come from a work culture that allows them. At benuta, over 150 people work on making rugs and home accessories that change rooms. What makes the work here isn't the location or the department — it's how we work with each other. Direct, fast, with honest feedback. With the conviction that what we make shouldn't just function — it should move. And with the belief that the best things happen when you truly love what you work on — the material, the design, the detail.
What connects us isn't five slogans on the wall — it's five behaviours we live every day.
#Succeed As One
The team comes first.
Great results come from working together. Even when an individual made the difference — they remain part of the team. We share wins and celebrate them together.
#Think In Solutions
Solutions. Not problems.
We think in possibilities, take new paths, and keep going. Change is an opportunity, not an obstacle.
#Create Value For Customers
Customer at the centre. Every day.
We understand our customers' needs and our business down to the detail. We don't promise anything we can't deliver.
#Communicate Openly
Transparent. On equal terms.
We build trust through honest communication across every level. Direct, approachable, to the point.
And the fifth value? #Be Smart, Move Fast — you don't spot it on posters, you spot it in the pace.
CURRENT OPENINGS
Come on board.
A selection of open positions — live from our Recruitee portal.
Don't see a role that fits?
Send your application to careers@benuta.com — with a few lines on why you'd be a great addition to the benuta team.
OUR HIRING PROCESS
Our hiring process.
Five structured steps from your first click to your first day.
- 01
Application review
Your application is reviewed by us personally. Always by humans, never by AI.
- 02
First conversation (online)
A short conversation with the hiring manager — to learn more about your background, your expectations, and the role.
- 03
In-depth interview (online or on site)
A deeper conversation with your future team. We talk about the substance of the role, concrete tasks, and how you work.
- 04
Case study or work sample (on site preferred)
You dive practically into the subject area of the role and discuss your ideas with us. If you're on site, we'll show you the office in Bonn or the logistics centre in Dormagen.
- 05
Welcome to benuta!
Offer and contract — followed by a structured onboarding that prepares you for your first day and the weeks ahead.
09 / 10ABOUT US & HISTORY
We create rugs
that change rooms.
From Bonn. Since 2008.
From a living room.
To Europe.
What Monika Adler and Ali Bagheri started in 2008 in a student flat in Bonn is today one of the leading European brands for rugs.
In between lie the years since 2008. One rug sold on eBay. A student flat with two computers. Industry trade fairs where we weren't welcome. A pandemic that made us grow and waver at the same time. Today we ship up to 20,000 parcels a day to 30 European countries.
Here is that story. The way we lived it.
Chapter 01
The spark
A rug on eBay. For €1,000.
Ali's father gave us a Persian rug from his private collection. We listed it on eBay for €1. It sold for almost €1,000. That same evening we watched a TV feature on young e-commerce founders. We thought: why not us? That's how benuta began. The question became a thesis: rugs aren't floor coverings — they're architecture. And the German market needed a brand that saw it the same way.
Chapter 02
The turning point
We understand rugs. Even without a showroom.
For two years we sold Persian rugs on eBay. Until wholesalers noticed the trend and prices collapsed. We saw it: modern, stylish rugs barely existed online. In 2008 we founded benuta GmbH, moved into our first 500 m² warehouse — and went live from day one with our own shops across several European countries. Europe was never a later step for us. It was the starting point.
Chapter 03
We grew under the radar.
Online retailers not welcome.
Internationalization was built into benuta from day one — not as a later growth phase, but as a founding premise. Seven markets already at launch. Signs like 'Online retailers not welcome' hung at industry trade fairs in the early 2010s. We were turned away — and kept going anyway. The furniture industry didn't take e-commerce seriously, and us least of all.
Over the following years we grew under the radar. The assortment deepened, supplier networks tightened, the Bonn warehouse outgrew itself several times. In 2019 we moved into our new logistics centre in Dormagen — 22,000 square metres, a year before the pandemic.
What came next, no one had foreseen. Brick-and-mortar furniture stores closed, people looked anew at their own four walls. Our revenue doubled within months. The industry that hadn't invited us in got its proof.
Chapter 04
Independent throughout
Bootstrapped. Since day one.
Without external investors. That kept us slower in growth, but more solid in substance. Today we are one of the leading European rug brands — and we keep growing through internationalization and targeted B2B reseller development. And the vision for the years ahead: that every third rug in Europe will be a benuta rug.
10 / 10CONTACT
Get in touch.
Have a question, a project, or an enquiry? We look forward to hearing from you.
LOCATIONS
- Bonn HQbenuta GmbH · Hohe Straße 87 · 53119 Bonn, GermanyHeadquarters (until move to benuta.one in Q2 2027)
- BA LogisticsKruppstraße 22 · 41540 Dormagen, GermanyLogistics centre, 34,000 m²
- benuta.one (from 2027)Mainstraße · 53332 Bornheim-Hersel, GermanyGroup campus · 22,800 m²
EMAIL CONTACTS
- Generalinfo@benuta.com
- Careerscareers@benuta.com
- Press & PRpresse@benuta.com
- B2B & Object Businessb2b@benuta.com
- Whistleblowinghinweise@benuta.com
Report violations confidentially via hinweise@benuta.com — under the German Whistleblower Protection Act (HinSchG).