Armadillo
Armadillo is a women-owned, women-led rug brand founded in 2009, known for handcrafted rugs made from natural and sustainable fibers.
Last updated September 10, 2026
AI crawler reads
No AI crawler has read this profile since Oct 28, 2026.
Overview
Armadillo is a purpose-led rug brand that began in 2009. It is women-owned and led by Jodie Fried and Sally Pottharst. The brand describes its philosophy as "Quiet Living" and emphasizes slow design and craftsmanship. Its rugs are handcrafted from natural and sustainable fibers, and its collections include Venezia, a rug collection made from 100% pure silk. Armadillo has showrooms in Los Angeles, New York, San Francisco, Sydney, Melbourne and Brisbane. In 2021, it became the first American and Australian rug brand to become a Certified B Corporation.
History
Armadillo began in 2009 and describes itself as having remained true to its mission as a purpose-led business since its inception. It is a women-owned business led by Jodie Fried and Sally Pottharst. The brand states that its extended family of artisans draws on expertise cultivated over many generations. In 2021, Armadillo became the first American and Australian rug brand to become a Certified B Corporation.
Products and positioning
purpose-led, women-owned, women-led, sustainability-focused, slow design
Venezia
Armadillo's first rug collection made from 100% pure silk, hand-knotted and available in 15 made-to-order hues in addition to 5 stocked colors.
Recent events
Chess acquires Armadillo[4]
Chess acquired cybersecurity specialist Armadillo to strengthen its security capabilities.
Armadillo launches ADD compliance system[5]
Reported:
Armadillo announced the launch of ADD (Armadillo Dig Deeper), a product providing customers with PEP and sanctions checks covering companies and individuals.
Sources5 sources
Cite this profile: Cite the canonical profile. /brand-wiki/armadillo · Editorial policy · How profiles are compiled