Introducing: Armadillo

Introducing: Armadillo

Founded in 2009, Armadillo is a truly sustainable company – for the good of the world we live in and all who journey with us. Their rugs are made with natural materials and energy-efficient processes, designed to counteract today’s throwaway culture and stand the test of time.


Make every corner count with our handmade rugs designed to help you master the small space. Handcrafted from natural materials in earthy textures and grounded hues, this versatile suite of accent and area rugs introduces everyday luxury into oft-forgotten parts of the home – from bedsides, entryways to hallways, kitchens to ensuites, laundries to mudrooms, and more.

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Jodie Fried and Sally Pottharst are the visionary thinkers and entrepreneurial spirit behind Armadillo. Together they share a lifetime passion for artistry, sustainability and social change.

All expressions of the Armadillo brand draw from their bold and instinctual approach to creativity. With Jodie working from Los Angeles and Sally from the Adelaide Hills in Australia, they continue to envisage and design every Armadillo collection together.

Inspired by originality and led by instinct, their work not only embodies the curation of art and culture, but also helps to sustain the legacy and livelihood of traditional artisans and support philanthropic endeavours through the Armadillo Foundation.


Jodie and Sally’s commitment to sustainability is infused throughout their business, with their driving mantra at its heart to ensure our rugs lie lightly on this earth.

In 2021, Armadillo became the first Australian rug brand to become a Certified B Corporation™️, joining a global movement of business as a force for good. B Corps are internationally recognised as meeting the highest standards of social and environmental performance, public transparency and legal accountability. The certification represents Armadillo’s steadfast commitment to ever lightening their footprint on this earth – which has so generously sustained them and on which the quality of life for future generations depends.

Their rugs are crafted by hand for an enduring beauty and impeccable quality that promises to age gracefully over time. Each intricate knot and weave is a gesture in patience, honouring the raw integrity of natural materials and a sustainable tradition of timeworn processes. This painstaking craftsmanship results in an authentic rug with the rigour to accompany you through the moments that matter, from one generation to the next.

They strive to leave as little impact on the earth as possible. Each rug is made from carefully sourced natural fibres such as jute, wool and linen and crafted using energy efficient processes – resulting in a product of quality, longevity, and hence sustainability.