European rug and mat giant Kleen-Tex has launched a new rug collection into the UK market, to drive further market share.
RUGELLO is a brand-new, standalone rug collection that appeals to a broad range of customers, from families and pet owners to first-time buyers, all united by a desire for stylish interiors and easy care products.
This new line marks Kleen-Tex’s entry into the modern residential rug category, Rugello combines a wide variety of designs with practicality and easy care – perfectly suited to the needs of contemporary households.
RUGELLO will sit under the Kleen-Tex Home portfolio, which boasts powerhouse names including British heritage brand Turtle Mat and the recently rebranded wash+dry brand, which was launched into the UK market to huge success in 2025.
RUGELLO offers six designs in three popular sizes (120 × 180 cm, 160 × 230 cm, and 200 × 290 cm), providing solutions for almost any living space.
The collection covers a broad spectrum of styles, from classic ornamental patterns and striking geometric patterns to subtle, modern colour gradients.
RUGELLO is machine washable at 30 °C, tumble dryer friendly, and feature a non-slip backing, offering an unparalleled combination of design and functionality that creates a high-potential for retailers. The washable rug integrates seamlessly into existing product ranges.
The rugs are also suitable for underfloor heating and OEKO-TEX® Standard 100 (Class 1) certified, making them as safe and skin-friendly as baby textiles.
RUGELLO will be available through traditional specialist retail channels and also via drop-shipping, which is ideal for partners who want access to the full collection without holding stock.
Commenting on the UK market launch, Elaine Smith, marketing director at Kleen-Tex, said: “Our customers are looking for products that make everyday life easier and more enjoyable – RUGELLO delivers exactly that: functional, cosy, and a beautifully modern look that works in any home.
“Our Homeware Buyers Index shows that both retail buyers and consumers are actively seeking products that cater to the needs of modern lifestyles and busy homes. RUGELLO answers that demand by combining both contemporary style with the functionality required for everyday living .
Ambiente Consumer Goods Fair
Kleen-Tex Home will be showcasing the new RUGELLO range for the first time at Ambiente Frankfurt, 6–10 February 2026, Hall 3.0, Stand D56.
The European mat and rug powerhouse will be presenting its full Kleen-Tex Home portfolio, including the wash+dry collection and Turtle Mat, to reinforce its position as a versatile, reliable supplier of functional home textiles.
For more information about Kleen-Tex Home, visit the trade website. www.kleen-tex-business.co.uk
