Partnership Overview
 

• Licensor: Steven Khalil

• Licensee: Designer Rugs

• Product Category: Luxury floor rugs

• Extension Type: Licensed product partnership

• Territory: Global

• Launch Year: 2025

• Launch Location: Sydney, Australia

• Brand Shout's Role:

  • Licensing strategy

  • Licensee acquisition

  • Commercial negotiations

  • Contract and licensing deal structure

  • Ongoing partnership management

​

The Opportunity

​

Steven Khalil is internationally recognised for his work in couture, bridal and red-carpet fashion, known for intricate detailing, craftsmanship and dramatic form. Harnessing Steven’s refined design language and reputation for luxury, the opportunity existed to extend the Steven Khalil brand into the interior design space through a licensed rug collection.
 

Designer Rugs, a leader in the Australian and international luxury interiors market, was identified as the ideal commercial partner with the technical capability and manufacturing expertise to translate couture-level detail into high-quality, scalable floor rugs for residential and commercial interiors.
 

Brand Shout was engaged by Steven Khalil to structure a licensing pathway into the interiors category without compromising brand equity, craftsmanship or creative control.

​

The Collection

​

The Steven Khalil x Designer Rugs Collection translates couture aesthetics into sculptural, hand-crafted floor rugs.

​

The collection comprises three hero designs inspired by the detailing, texture and glamour of Steven Khalil’s gowns, each expressed through layered pattern, tonal depth and premium materials.

​

Hand-tufted using a blend of New Zealand wool and bamboo silk, the rugs are available in a range of sizes and custom specifications for residential and commercial interiors, and are distributed through Designer Rugs’ global retail and trade network.

Available now worldwide.