About Us
We offer one of the largest and most comprehensive selections of handmade Oriental carpets in the UK, imported from Iran, India, Pakistan, Afghanistan, Turkey and Russia. In an enormous wholesale located just one minute from Staples Corner NW London, at the foot of the M1, you will find an astonishing selection of traditional rugs, runners and carpets up to 8m x 5m, in classic colourings and the unusual, both in wool and pure silk. You will also find contemporary designs for today’s ultra-modern decors, which can be ordered to to any size. Prices for rugs start at as little as £150.

Happy customers have included Highclere Castle (home of the real Downton Abbey) Royal Heads of State, City Banks, Amazon UK and the TV series 24. We have also had the pleasure of a visit by Vivienne Westwood and her team, using the warehouse for a photographic shoot.

Browse around the warehouse if you wish, or make an appointment for Leon to advise you in your choice. You won’t be disappointed.

For any information you require, please call us on 020 8731 7708.

How it all began

Leon Norell’s business is a continuation of that of his father, Henry Norell, established in 1925, trading from the famous Port of London Authority bonded warehouses, off Bishopsgate, in the City. Built for the East India Company by Clive of India in the 18th Century, the ‘P.L.A.’, as anyone familiar with the City in the 50’s will know, was an entrepôt for tea, coffee, port, vanilla, spices and myriad exotic products from the East.
It was also the Oriental carpet centre of the West, to which foreign buyers would throng. It was from there that Leon’s father had become a principle supplier to Harrods, Liberty, John Lewis, Debenhams, Derry & Toms, Selfridges, Gamages, Army & Navy, Heals, Westbourne Galleries and other West End department stores of the time.

In the 1960s, Leon Norell was a household name for offering the public the unprecedented opportunity to choose from the many millions of pounds worth of Oriental carpets owned by the merchants at the P.L.A. He was catapulted to fame by The Sunday Times Insight Team in 1967 who, posing as customers, went to investigate his seemingly suspect advertisement purporting to offer thousands of Oriental carpets from which the public could choose, at half retail. The following Sunday he received front page acclamation!

In those days Persian carpets were in high demand, steadily appreciating in value and promising to be the ideal hedges against inflation. With a lull in the market in the late 70s, he turned to offering to buy second hand carpets with the slogan, ‘Sell us your old Persian carpet. Even if it's a little worn, it may be worth more than you think!’ That’s still his slogan!!


Who We Are

Leon Norell only hire those that are passionate about what they do. Our team are all highly qualified with a passion for their work.

Leon Norell only hire those that are passionate about what they do. Our team are all highly qualified with a passion for their work.

Our Expertise

We are specialists in our field, with many years experience and an unsurpassed dedication to our work.

We are specialists in our field, with many years experience and an unsurpassed dedication to our work.

Our Approach

Our aim is to deliver superior service to those in <LOCATION> at an affordable and competitive price.

Our aim is to deliver superior service to those in <LOCATION> at an affordable and competitive price.

Latest Warehouse

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Today, you have the opportunity to browse around an enormous rug warehouse in NW London, where you will find one of the largest stocks of handmade Persian and other Oriental rugs in the UK, all at half estimated retail.

You’ll find thousands of rugs, runners and room-size carpets up to 800m x 500m, both in the classic reds and in more unusual colours. They range from the timeless Shah Abbas Zeigler, Kashan, Tabriz, Kazak and Bokhara from Iran, India, Pakistan, Turkey and Afghanistan, to the tribal Gashgai, Shiraz and Bachtiar, woven by Nomads in the mountains of Iran, their dyes derived from the soil and vegetation.

If you are looking for a beautiful rug at the right price, for the dining room, bedroom, reception, sitting or living room of your flat, house, hotel, stately home or castle, be sure of finding it here.

Aside from the classic, you'll also find contemporary designs, in demand by Interior Designers to complement their modern styles and interiors.

Satisfied customers have included Highclere Castle (home of the real Downton Abbey) City Banks, Amazon UK, the TV series 24 and a visit by the fashion designer Vivienne Westwood and her photographic team.The warehouse is conveniently located by Staples Corner NW London, just at the foot of the M1; ideal if you’re travelling from the Home Counties or the North. It’s also a couple of minutes’ from Brent Cross Shopping Centre off the A406 and a short drive from Wembley Stadium.


Call 020 8731 7708 to discuss your requirement. W're happy to help.