nuLOOM is a rug and floor-covering brand working from the position that floor coverings and art should not be mutually exclusive, with a catalogue spanning shags, jute and sisal, outdoor, vintage, bohemian, contemporary, kids and traditional ranges.
A large rug catalogue creates a navigation problem before it creates a design one. Customers do not arrive knowing they want a jute rug — they arrive knowing they have a living room, a budget, and a space of a certain size. A catalogue organised the way the business thinks about its stock will lose them.
So the store is browsable three ways in parallel: by style, by room and by size. Three routes to the same catalogue, each matching a different way of starting the search, and any of them narrowing a large range down to a manageable set of options.
Free shipping is stated in the header rather than revealed at checkout, because in furnishings the delivery cost is often the thing that decides the sale.
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