How Double Is Expanding the Washable Rug Category Through Design and Material Innovation

Washable rugs have become one of the fastest-growing segments of the home furnishings market as households look for products that combine everyday practicality with considered interior design.

Within that category, Australian brand Double has established a distinct position by focusing on original design, premium materials, and independently tested product performance rather than treating washability as its sole selling point.

Founded in Byron Bay in 2022, Double was created to address a gap the founders identified between visually refined home décor and products designed to withstand daily life. The company reports that its collections are developed in-house and include washable recycled polyester, New Zealand wool, organic cotton, and natural jute rugs for customers across Australia and New Zealand.

Media coverage from 7NEWS has described the business as a design-led washable rug company that has attracted attention for combining contemporary interiors with practical living, while a hands-on review by Home Beautiful highlighted the appearance, feel, and washability of one of its wool collections.

A Different Approach to Washable Natural Fibre Rugs

Many washable rug brands have concentrated on synthetic materials because they are easier to manufacture for repeated cleaning. Double has expanded beyond that model by introducing washable versions of premium natural fibres that have traditionally required specialist care.

Its collections include washable New Zealand wool, certified organic cotton, and washable natural jute rugs, offering alternatives for homeowners who prefer natural materials without automatically accepting the maintenance challenges often associated with conventional rugs.

According to the company, this product development reflects several years of research into construction methods and flexible backing systems that make these materials easier to care for while maintaining their intended appearance.

The company also notes that washability guidance varies by material and rug size, with customers encouraged to follow product-specific care instructions rather than assuming identical cleaning methods across every collection.

This approach addresses a recognised market gap by making premium materials available to households with children, pets, entertaining spaces, and other high-traffic environments.

Original Design Remains Central to the Brand

Although functionality receives significant attention within the washable rug market, Double positions design as an equally important consideration. Rather than licensing generic patterns or purchasing existing designs from suppliers, the company states that every collection is developed internally through its own design process.

That philosophy extends across colour development, texture selection, and collection planning. Instead of focusing exclusively on neutral palettes, the brand incorporates both understated and more expressive colourways while maintaining a contemporary Australian design perspective.

Readers exploring the company’s wider range can also browse the double kids’ collection, which applies the same design principles to spaces intended for younger family members while prioritising practicality for everyday use.

Industry commentators have also noted this emphasis on aesthetics. Home Beautiful observed that the reviewed washable wool rug retained the visual qualities expected of a premium interior product while offering practical maintenance advantages typically associated with washable constructions.

Independent Testing and Material Transparency

As washable rugs have become more common, customers have increasingly questioned how manufacturers substantiate performance claims. Double addresses that concern by referring to independent Eurofins wash testing conducted across its product textures before products reach the market.

According to the company, this testing evaluates repeated washing performance to help verify durability and appearance over time. While independent testing does not eliminate the need for proper care, it provides an external assessment beyond manufacturer claims alone.

The business also places considerable emphasis on material transparency. Its listed details show fibre types and certifications when available, such as OEKO-TEX approved New Zealand wool, certified organic cotton, and ethical production practices.

Providing this level of technical information allows customers to compare materials more confidently while understanding how individual collections differ from one another.

Practical Features Extend Beyond Washability

Double’s product development also reflects the wider purchasing considerations involved in selecting a rug. Styling uncertainty, sizing questions, and concerns about colour compatibility frequently influence buying decisions as much as material choice.

To address those challenges, the company offers augmented reality room visualisation, complimentary styling consultations, online styling tools, and swatch programmes that allow customers to assess selected materials before purchasing larger rugs.

These services reflect a broader shift across online home furnishings retail, where digital decision-making tools increasingly supplement traditional showroom experiences.

Texture also represents another area of differentiation. Alongside flatter constructions commonly associated with washable rugs, Double produces plush, shag, bouclé-inspired, and vegan wool-inspired recycled polyester finishes. This broader selection enables customers to choose washable products that better suit different interior styles instead of limiting themselves to one construction type.

Positioning Within a Growing Home Furnishings Market

Australia’s online home and garden sector continues to expand as more consumers purchase furniture and home décor digitally. Australia Post reported that Australians spent $9.9 billion online in the home and garden category during 2025, with more than five million households purchasing products online.

The report also found that online home and garden spending increased 9.9% year over year, illustrating continued demand for digitally purchased interiors products.

Against that backdrop, Double has focused on combining practical engineering with original design rather than competing primarily on price. The company’s collections span accessible recycled polyester rugs through to premium natural fibre ranges, serving customers with different budgets while maintaining consistent design principles.

As washable home furnishings continue to evolve, brands capable of combining verified product performance, transparent material sourcing, and considered design are likely to remain significant participants in the category.

Double’s development of washable natural fibres, independently tested constructions, and in-house collections illustrates one approach to meeting changing consumer expectations without separating practicality from contemporary interior design.