Armadillo – D2C Ranking & Growth Metrics
Handcrafted wool, jute and silk rugs for homes and trade clients
Last updated · August 2026 edition · method v1.2
Armadillo ranks #195 of 312 D2C brands in the August 2026 edition and #66 of 121 in Home, down 2 places on last month. We estimate Armadillo's revenue is shrinking year on year (medium confidence). Branded search is declining over the past year, with a seasonal peak in November and October. Among home brands selling handcrafted rugs, its closest competitor is Maiden Home (#131).
revenue (est.) Whether we estimate the brand's revenue is growing, flat or shrinking compared with a year earlier, from the online signals most tied to sales: branded search and site traffic, weighted towards the last three months.
It is a direction of travel, not a figure. We can't see prices, conversion, or sales through retailers and Amazon, so confidence is lower for brands that sell mostly through stockists, or when the signals disagree.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →Year on year, medium confidence. Why
scale A 0–100 score built from branded search (35%), site traffic (35%) and social following (30%).
It uses a log scale, so a brand 10 times bigger scores roughly 30 points higher. Higher means bigger.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How big Armadillo is today: #195 of 312 by size.
momentum Year-on-year growth in branded search, site traffic and social, over the last 12 months and the last 3 months.
50 means flat. Above 50 is growing (a brand that doubled scores about 88); below 50 is shrinking (halved scores about 12).
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How fast it's growing: declining (50 = flat).
what drives the score Is Armadillo's revenue growing?
We estimate Armadillo's revenue is shrinking year on year (medium confidence). Armadillo sells mostly through retailers and stockists, whose sales we can't see, so confidence is medium.
Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales. How we estimate it.
How fast is Armadillo growing?
Armadillo's Momentum score is 37.3, which means it is declining (50 means flat; a brand that doubled would score about 88). Branded search is declining over the past 12 months, and steady over the last three months compared with the same months a year earlier. Site traffic is declining over the same 12 months. Its size score is driven most by social audience, with site traffic relatively weakest.
About Armadillo
Armadillo makes handcrafted rugs for homes, offices and commercial interiors. The range includes hand-knotted and flat-weave designs in natural fibres such as wool, jute, silk and linen, organised into named collections and available in various sizes from runners to rounds, as well as custom options. Products are arranged by room, colour, fibre, size and technique to help customers find pieces suited to living rooms, bedrooms, dining rooms, hallways, entryways and offices.
The brand sells directly to consumers online and also operates a trade programme for interior designers and architects, who can register for trade pricing and an account manager. Armadillo maintains physical showrooms where customers can view products in person. Its website references a defined process, a stated mission and an impact section, alongside a journal, indicating an emphasis on how its rugs are made and sourced, though specific claims are not detailed here.
Armadillo branded search volume
How often people search for Armadillo by name, month by month, indexed so the peak month = 100 (we publish the trend, not raw vendor figures). Over the past year, demand is declining; the last three months, compared with the same months a year earlier, are steady. Demand is seasonal, peaking in November and October and lowest in December.
Armadillo's audience, products and channels
Social audience
- Instagram armadilloandco 248,242
Also on Pinterest.
Followers as shown on each platform, end of August 2026.
Products
- Products in store71
- New in the last 90 days71
- Typical priceUS$2,550
- Price rangeUS$35 – US$19,900
From Armadillo's own online store.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in Australia.
Ecommerce stack
- Email & SMSKlaviyo
- TrackingGoogle Tag Manager
Tools detected on armadillo-co.com; detection covers common apps and may miss some.
Armadillo competitors
The home brands closest to Armadillo: same kind of product first, then the nearest in size. See every brand in Home or the full D2C brand rankings.
Handcrafted-to-order furniture for living, dining and bedroom spaces
Washable wool and cotton rugs and home textiles for living spaces and kids' rooms
Rugs, bedding, and home décor for furnishing the home
Vintage, new and washable rugs for the home
British-made leather and fabric sofas, sofa beds, and beds for the home.
Armadillo vs Maiden Home
Maiden Home leads on both size and growth: Scale 45.8 against 38.0, and Momentum 41 against 37. See Maiden Home's page.
| August 2026 | Armadillo | Maiden Home |
|---|---|---|
| Overall rank | #195 | #131 |
| Home rank | #66 | #42 |
| Scale (size) | 38.0 | 45.8 |
| Momentum (growth) | 37.3 | 40.6 |
| Branded search | 31 | 45 |
| Site traffic | 26 | 37 |
| Social audience | 60 | 57 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Armadillo: common questions
What does Armadillo sell?
Handcrafted wool, jute and silk rugs for homes and trade clients. Known for: Hand-knotted rugs, Flat-weave rugs, Wool and jute rugs, Custom rugs and Named collections (Venezia, GAIA, Meridian, Linea).
Where is Armadillo from?
Armadillo is based in United States.
Where can you buy Armadillo?
Armadillo sells through its own online store and a network of retailers and stockists. Its online store is at armadillo-co.com.
Is Armadillo's revenue growing?
We estimate Armadillo's revenue is shrinking year on year (medium confidence). Armadillo sells mostly through retailers and stockists, whose sales we can't see, so confidence is medium. Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales.
Who are Armadillo's competitors?
Armadillo's closest competitors in the Home category are Maiden Home, Lorena Canals, Annie Selke and Revival Rugs.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. August 2026, method v1.2. See the methodology, or report a correction.