Luxury Rug Brand Armadillo Refuses to Raise Prices Despite Economic Uncertainty

Armadillo absorbs tariff costs to keep prices stable while expanding trade relationships and supporting artisan communities.

Apr. 3, 2026 at 2:04pm by Ben Kaplan

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A photorealistic studio still life featuring a neatly arranged collection of premium natural fiber materials like wool, jute, and linen, conveying a sense of quality and luxury through dramatic lighting and sharp shadows.Armadillo's dedication to natural materials and traditional artisan techniques is reflected in this elegant studio still life.San Francisco Today

Armadillo, an Australian luxury rug and home interior company, says it is focused on strengthening the foundations of its business in the wake of an uncertain economic environment. The company made a deliberate decision in 2026 not to pass tariff costs on to clients, absorbing those pressures internally. Armadillo is committed to remaining consistent and transparent on pricing as it is on everything else.

Why it matters

As economic conditions remain volatile, Armadillo's decision to absorb tariff costs and maintain stable pricing demonstrates its commitment to supporting its artisan communities and design trade partners. This strategy helps the brand stand out in a crowded luxury home goods market.

The details

Armadillo, a women-owned, purpose-led rug brand co-led by Jodie Fried and Sally Pottharst, designs every collection with a shared passion for artistry, sustainability and social impact. Every rug is handcrafted by master artisans using natural fibers and traditional techniques. The company recently launched Linea, an evolution in the brand's design language that honors traditional rug motifs. Armadillo also selectively collaborates with outside creative talent to push creative and technical boundaries and offers a Trade Exclusive Program allowing clients to customize rugs.

  • Armadillo made the decision not to pass on tariff costs to clients in 2026.
  • The company will be exhibiting at the April 2026 High Point Market.

The players

Armadillo

An Australian luxury rug and home interior company that is women-owned and purpose-led.

Jodie Fried

Co-leader of Armadillo who designs the company's collections with a focus on artistry, sustainability and social impact.

Sally Pottharst

Co-leader of Armadillo who designs the company's collections with a focus on artistry, sustainability and social impact.

Amanda Mantville

President of Armadillo's Americas division.

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What they’re saying

“Through an uncertain economic climate, our commitment to quality, consistency and our mission has remained unchanged. We made a deliberate decision in 2026 not to pass tariff costs on to clients, absorbing those pressures internally. Our commitment is to remain as consistent and transparent on price as we are on everything else.”

— Amanda Mantville, President of Armadillo, Americas

“As the first Australian and American rug brand to achieve B Corp certification, we are proudly carbon neutral, a certified Great Place to Work and deeply committed to giving back to the communities and artisans who bring these rugs to life — honoring and preserving an ancient lineage of craftsmanship for generations to come.”

— Amanda Mantville, President of Armadillo, Americas

What’s next

Armadillo will be exhibiting its newly launched Linea collection and connecting with trade clients and partners at the April 2026 High Point Market.

The takeaway

Armadillo's decision to absorb tariff costs and maintain stable pricing for its luxury handcrafted rugs demonstrates the brand's commitment to supporting its artisan communities and design trade partners, even in the face of economic uncertainty.