I have traveled around the world searching for rugs and carpets. While in the Land Down Under, I was referred to this Brisbane rugs store. Their rug gallery features the latest imported rugs and rugs created by their own designers.

1. One in a Million
AS FEaTURED IN BUSINESS in FOCus
JULY 2012

2. 2 JULY issue | 2012

3. BUSINESS IN FOCUS 3

4. 4
By David Barratt much of the company’s existence, developing strong inter-
national buying power, and after a slow period due to the
W
HEN purchasing a rug, consumers want to feel the gloomy retail market situation, is experiencing renewed
fabric between their fingers and experience the growth, opening several new locations in Australia.
true to life vivid colours and patterns. This desire
makes rugs one of the few remaining consumer items that “We focus totally on our staff. Of our
need to be seen and experienced before being purchased.
150-odd staff, more than half have been
Choosing a rug is still very much a “touchy feely” process as
Craig Wicks, founder and Managing Director of Rugs a Million
with us for more than ten years.”
aptly puts it.
Thinking back to the founding of the company, Craig Wicks
Craig’s company, founded 20 years ago in Queensland, has
identifies one major trend as the impetus of growth – the
grown to encompass 29 bricks and mortar retail locations sup-
decline in popularity of wall-to-wall carpet solutions in Aus-
ported by a powerful online presence, placing the company
tralian homes. “The timing was quite right as wall to wall car-
as Australia’s top of mind name when consumers are looking
peting was losing popularity to hard floors. I saw the market
for new rugs for their homes. “After a couple years,” Craig
evolving almost overnight,” he says of his decision to leave
says, “we decided to expand from the Gold Coast to Brisbane
the carpet market and move into rugs as the primary focus
and area.” Ever since, the company has continued to grow
of his business. “As soon as you get hard floors in a house,
in a reasonably fast, but controlled manner, moving into its
you need rugs aesthetically, acoustically, and to keep warm
third state by acquisition, with the purchase of an existing rug
in the winter.”
company in Adelaide.
The trend toward hard flooring continues to grow as Aus-
Rugs a Million has experienced measured growth through
tralians follow the fashion of America and Europe. “There is

5. 5
still growth in the marketplace as hard floors become more
popular, so I see no reason why there won’t be more growth
in this country.”
Though Craig founded Rugs a Million and is Managing Direc-
tor today, he credits the synergy of three key minds and their
complementary skill sets with providing the stable founda-
tion that has allowed the company its continues growth and
success in the market.
Craig himself brings a keen marketing and advertising experi-
ence to the table, while the company’s General Manager Paul
Mifsud brings a wealth of experience in the rug retail industry
and a passion for the product. All of these skills are tied to-
gether by the accounts department, who work to keep costs
down. The three key members work together, meeting each
Monday to share ideas and keep their finger on the pulse of
the company, the consumer, and their business.
And business is good, operated with a strong philosophy
of valuing staff, creating a second to none customer expe-
rience, and understanding the ever changing fashion of the
rug retail industry.

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“We focus totally on our staff. Of our 150-odd staff, more than
half have been with us for more than ten years,” says Craig of
the business’ unique company culture. This longevity can be
credited to the positive work environment inspired by Craig’s
leadership of the company, as well as staff commitment to
remaining knowledgeable about the products and provid-
ing excellent customer service. “We really pride ourselves on
making our customers number one while focusing on the
simple basics of good reselling.” Customers are indeed enjoy-
ing their shopping experience at Rugs a Million, benefiting
from the service and selection provided by the company’s
well trained and knowledgeable staff.
“We pride ourselves on making our
customers number one.”
Rugs a Million stays at the top of the marketplace by ensuring
that its rugs are current, fashionable, and of high quality for
its customers. While offering the highest quality, handmade
traditional Persian style rugs, Rugs a Million also designs and
imports all the latest fashions from around the world to meet
the tastes of all of its customers. “Our buyers are up to date
with the colours and fabrics and designs most desired by
today’s consumers, and we make sure we have the range of

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rugs that people want,” says Craig, a range which is second to
none in the marketplace.
The company’s user friendly five year warranty and money
back guarantee is also very appealing to choosy customers,
as is the business’ policy of allowing customers to bring rugs
home to give them a try.
“We’ve gone through a consolidating
era and are moving into a growth sector
through the toughest retail times our
country has ever known.”
“Today’s consumers are very well informed because of the in-
ternet,” says Craig, “and we ensure that when customers come
in they get good solid product knowledge and old fashioned
service.” The company’s web store, though it accounts for
only about 2 per cent of sales, is a great way for customers
to get to know the product before they make their way into
any of the many physical retail spaces the company operates.
“We embrace the website as synergy, not an opposition. It’s
one form of a driver to get customers into our stores,” says
Craig of the role played by the company’s web presence. “We

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benefit in that we do not have the internet as competition where others have not.
because rugs are still a touchy feely purchase and colour is
“At the end of 2008, this company did not sit on its laurels
not represented accurately on the computer screen.” Craig
– we reacted immediately to the national financial situation
expects the company’s web store to continue to grow, but
by cutting off every bit of dead wood the company had,
does not anticipate it forming a significant part of the com-
including retail locations.” Craig felt that to remain com-
pany’s business in the near future.
petitive, it was important to make the company as lean and
The company also attracts customers to the store with its strong as possible.
annual television marketing campaign based around the
seasons. Often, customers who see the television ads are
“Rugs a Million stays at the top of the
prompted to research products on the website before ac-
tually entering a store to make their purchase. “We run a
marketplace by ensuring that its rugs
very strict advertising campaign annually, based on the are current, fashionable, and of high
seasons, that allows the Rugs a Million name to be foremost quality.”
in our market.”
The company has resumed growth generally despite the “I could sense tough retail times ahead, so we worked to be
recent dip in national markets that businesses have faced safe and survive anything the economy could throw at us.”
across the board. In 2008, the company understandably took The company has not only survived this major test, but
a fair hit as markets fell, but with strong leadership, Rugs a as of the 2011 financial year, is experiencing real growth
Million has been able to navigate the market successfully

9. 9
and increased profits. “We’ve gone through a consolidat- ourselves competitive in a tough retail environment.” Rugs a
ing era and are moving into a growth sector through the Million uses its buying power to pass on significant savings to
toughest retail times our country has ever known.” Even in customers who are hard pressed to find a better price for rugs
Queensland, an area Craig says has been hit particularly anywhere in the nation.
hard, the company’s four new retail locations have all had
Going forward, Craig sees continued measured growth and
very successful openings.
new successes in the financial year to come, as the company
Although Rugs a Million has manoeuvred itself to the top of projects another increase in profits over last year. Planned
the rug pile, so to speak, Australia’s rug retail industry has suf- growth in its physical locations as well as in the web side
fered generally with fewer imports each year and consumers of the business means that Rugs a Million will be moving
buying cheaper rugs. “The industry has bottomed out in my even more rugs this year than last and expanding across
opinion, and as soon as a little bit of confidence has been the nation to serve more customers with its supportive,
restored in the market sector, sales will increase considerably customer-centric experience.
as a ‘catch up period’ ensues.”
Rugs a Million imports about two thirds of its stock directly
from overseas wholesalers, and the company has built strong
relationships with its vendors, enabling it to amass extensive
buying power. “We probably import 150 containers a year,
which makes us a serious customer for many manufacturers. I
don’t believe anybody can buy better than us so we can keep

10. For more info:
Rugs a Million - Browns Plains Brisbane | Shop B01, Village
Square Shopping Centre, 18 Commercial Dve, Browns Plains,
QLD, 4118 | Online order enquiries: (07) 5579 0513
www.rugsamillion.com.au
Project Supporters
www.saleaseman.com.au
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