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Inspired by global boho aesthetics, this rug blends earthy tones, layered patterns, and eclectic motifs that complement rattan furniture, macramé wall art, and natural-material interiors effortlessly.\u003c\/p\u003e\n\u003cp\u003eMade from \u003cstrong\u003e100% natural wool\u003c\/strong\u003e by skilled craftspeople, each carpet carries the subtle variation and warmth that only handmade textiles can offer. The \u003cstrong\u003ecut Loop pile surface\u003c\/strong\u003e is dense, soft, and sumptuously comfortable — an experience noticeably different from machine-made alternatives.\u003c\/p\u003e\n\u003cp\u003eThe \u003cstrong\u003enatural latex backing\u003c\/strong\u003e locks every tuft in place for a shed-free, long-wearing finish. Paired with an \u003cstrong\u003eanti-skid base\u003c\/strong\u003e, this carpet stays put on polished wood, ceramic tile, or stone flooring without bunching or shifting.\u003c\/p\u003e\n\u003cp\u003eAvailable across a wide range of sizes from \u003cstrong\u003e3×5 ft to 12×15 ft\u003c\/strong\u003e, it fits reading nooks, master bedrooms, and open-plan living rooms with equal elegance. 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The \u003cstrong\u003eClassic Hand Tufted Wool Carpet\u003c\/strong\u003e honours the enduring visual language of traditional carpet design — symmetrical motifs, measured borders, and a palette of colours that have graced the finest rooms in history. This is a carpet that never goes out of style.\u003c\/p\u003e\n\u003cp\u003eTufted by hand from \u003cstrong\u003e100% natural wool\u003c\/strong\u003e, this carpet offers the authentic warmth, lustre, and resilience that traditional carpet connoisseurs expect. The \u003cstrong\u003ecut Loop pile\u003c\/strong\u003e is dense, even, and luxuriously soft — the result of skilled hands and unhurried craftsmanship.\u003c\/p\u003e\n\u003cp\u003eThe \u003cstrong\u003enatural latex backing\u003c\/strong\u003e ensures the pile is permanently bonded and the carpet maintains its dimensional stability over decades. The \u003cstrong\u003eanti-skid base\u003c\/strong\u003e provides confident grip on hardwood, tile, marble, and stone — the classic flooring choices that complement this carpet's traditional aesthetic.\u003c\/p\u003e\n\u003cp\u003eAvailable in sizes from \u003cstrong\u003e3×5 ft to 12×15 ft\u003c\/strong\u003e, this carpet suits formal drawing rooms, entrance halls, dining rooms, and master bedrooms. Classic in every sense — and built to last a lifetime.\u003c\/p\u003e","brand":"yourrugstore","offers":[{"title":"3x5","offer_id":50516998095084,"sku":null,"price":5899.0,"currency_code":"INR","in_stock":true},{"title":"4x6","offer_id":50516998127852,"sku":null,"price":9399.0,"currency_code":"INR","in_stock":true},{"title":"4x7","offer_id":50516998160620,"sku":null,"price":10999.0,"currency_code":"INR","in_stock":true},{"title":"5x7","offer_id":50516998193388,"sku":null,"price":13699.0,"currency_code":"INR","in_stock":true},{"title":"5x8","offer_id":50516998226156,"sku":null,"price":15599.0,"currency_code":"INR","in_stock":true},{"title":"6x8","offer_id":50516998258924,"sku":null,"price":18799.0,"currency_code":"INR","in_stock":true},{"title":"6x9","offer_id":50516998291692,"sku":null,"price":21099.0,"currency_code":"INR","in_stock":true},{"title":"7x10","offer_id":50516998324460,"sku":null,"price":27299.0,"currency_code":"INR","in_stock":true},{"title":"7x11","offer_id":50516998357228,"sku":null,"price":30099.0,"currency_code":"INR","in_stock":true},{"title":"8x10","offer_id":50516998389996,"sku":null,"price":31199.0,"currency_code":"INR","in_stock":true},{"title":"8x11","offer_id":50516998422764,"sku":null,"price":34299.0,"currency_code":"INR","in_stock":true},{"title":"9x12","offer_id":50516998455532,"sku":null,"price":42099.0,"currency_code":"INR","in_stock":true},{"title":"9x13","offer_id":50516998488300,"sku":null,"price":45599.0,"currency_code":"INR","in_stock":true},{"title":"10x13","offer_id":50516998521068,"sku":null,"price":50699.0,"currency_code":"INR","in_stock":true},{"title":"10x14","offer_id":50516998553836,"sku":null,"price":54599.0,"currency_code":"INR","in_stock":true},{"title":"12x15","offer_id":50516998586604,"sku":null,"price":70199.0,"currency_code":"INR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0850\/0687\/6908\/files\/modern-2-front-thumbnail.png?v=1791103687"},{"product_id":"contemporary-hand-tufted-wool-rug","title":"Contemporary Hand Tufted Wool Rug | Modern Area Rug with Natural Latex Anti-Skid Backing","description":"\u003ch3\u003eKey Features\u003c\/h3\u003e\n\u003cp\u003e\n✔ Hand Tufted Contemporary Design\u003cbr\u003e\n✔ 100% Natural Wool – Premium Quality\u003cbr\u003e\n✔ Natural Latex Backing – Durable \u0026amp; Shed-Free\u003cbr\u003e\n✔ Anti-Skid Base for Safe Floor Placement\u003cbr\u003e\n✔ Clean-Line Aesthetic – Suits Modern Interiors\u003cbr\u003e\n✔ Dense Cut Pile for Superior Underfoot Comfort\u003cbr\u003e\n✔ Sizes Available: 3×5 ft to 12×15 ft\u003cbr\u003e\n✔ Perfect for Living Room, Bedroom \u0026amp; Home Office\u003cbr\u003e\n\u003c\/p\u003e\n\n\u003ch3\u003eProduct Description\u003c\/h3\u003e\n\u003cp\u003e\nElevate your modern interior with the \u003cstrong\u003eContemporary Hand Tufted Wool Rug\u003c\/strong\u003e — a refined floor piece that balances minimalist clean lines with the unmistakable luxury of natural wool. Designed to complement Scandinavian, mid-century modern, and urban-contemporary spaces, this rug brings structure and sophistication without visual clutter.\n\u003c\/p\u003e\n\u003cp\u003e\nEach rug is handcrafted from \u003cstrong\u003e100% premium natural wool\u003c\/strong\u003e, offering a surface that is genuinely soft, hypoallergenic, and naturally stain-resistant. The \u003cstrong\u003ecut pile construction\u003c\/strong\u003e creates a uniform, plush texture that feels exceptional underfoot and holds its shape through years of regular use.\n\u003c\/p\u003e\n\u003cp\u003e\nThe \u003cstrong\u003enatural latex backing\u003c\/strong\u003e anchors every tuft firmly, preventing fraying and maintaining a flat, pristine profile. The integrated \u003cstrong\u003eanti-skid layer\u003c\/strong\u003e ensures the rug stays precisely where you place it — whether on hardwood, tile, marble, or laminate.\n\u003c\/p\u003e\n\u003cp\u003e\nOffered in sizes from \u003cstrong\u003e3×5 ft to 12×15 ft\u003c\/strong\u003e, this rug scales beautifully from accent pieces in home offices to centrepiece rugs in open-plan living areas. The ideal choice for discerning homeowners who want handmade quality with a contemporary edge.\n\u003c\/p\u003e","brand":"yourrugstore","offers":[{"title":"3x5","offer_id":50516998619372,"sku":null,"price":11999.0,"currency_code":"INR","in_stock":true},{"title":"4x6","offer_id":50516998652140,"sku":null,"price":19199.0,"currency_code":"INR","in_stock":true},{"title":"4x7","offer_id":50516998684908,"sku":null,"price":22399.0,"currency_code":"INR","in_stock":true},{"title":"5x7","offer_id":50516998717676,"sku":null,"price":27999.0,"currency_code":"INR","in_stock":true},{"title":"5x8","offer_id":50516998750444,"sku":null,"price":31999.0,"currency_code":"INR","in_stock":true},{"title":"6x8","offer_id":50516998783212,"sku":null,"price":38399.0,"currency_code":"INR","in_stock":true},{"title":"6x9","offer_id":50516998815980,"sku":null,"price":43199.0,"currency_code":"INR","in_stock":true},{"title":"7x10","offer_id":50516998848748,"sku":null,"price":55999.0,"currency_code":"INR","in_stock":true},{"title":"7x11","offer_id":50516998881516,"sku":null,"price":61599.0,"currency_code":"INR","in_stock":true},{"title":"8x10","offer_id":50516998914284,"sku":null,"price":63999.0,"currency_code":"INR","in_stock":true},{"title":"8x11","offer_id":50516998947052,"sku":null,"price":70399.0,"currency_code":"INR","in_stock":true},{"title":"9x12","offer_id":50516998979820,"sku":null,"price":86399.0,"currency_code":"INR","in_stock":true},{"title":"9x13","offer_id":50516999012588,"sku":null,"price":93599.0,"currency_code":"INR","in_stock":true},{"title":"10x13","offer_id":50516999045356,"sku":null,"price":103999.0,"currency_code":"INR","in_stock":true},{"title":"10x14","offer_id":50516999078124,"sku":null,"price":111999.0,"currency_code":"INR","in_stock":true},{"title":"12x15","offer_id":50516999110892,"sku":null,"price":143999.0,"currency_code":"INR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0850\/0687\/6908\/files\/modern-3-front-thumbnail.png?v=1791103714"},{"product_id":"decorative-hand-tufted-wool-rug","title":"Decorative Hand Tufted Wool Rug | Artistic Handmade Area Rug with Natural Latex Anti-Skid Backing","description":"\u003ch3\u003eKey Features\u003c\/h3\u003e\n\u003cp\u003e\n✔ Decorative Artistic Pattern – Eye-Catching Design\u003cbr\u003e\n✔ Hand Tufted – Authentic Artisan Craftsmanship\u003cbr\u003e\n✔ 100% Natural Wool – Soft, Durable \u0026amp; Eco-Friendly\u003cbr\u003e\n✔ Natural Latex Backing – Secure \u0026amp; Shed-Free\u003cbr\u003e\n✔ Anti-Skid Base for Safe Floor Placement\u003cbr\u003e\n✔ Dense Cut Pile – Plush \u0026amp; Visually Striking\u003cbr\u003e\n✔ Available in Sizes 3×5 ft to 12×15 ft\u003cbr\u003e\n✔ Perfect as a Statement Piece or Feature Floor\u003cbr\u003e\n\u003c\/p\u003e\n\n\u003ch3\u003eProduct Description\u003c\/h3\u003e\n\u003cp\u003e\nA rug should do more than cover a floor — it should contribute to the story of a room. The \u003cstrong\u003eDecorative Hand Tufted Wool Rug\u003c\/strong\u003e does exactly that: its artistic, visually engaging design becomes the centrepiece around which the rest of your interior is curated.\n\u003c\/p\u003e\n\u003cp\u003e\nMade from \u003cstrong\u003e100% natural wool\u003c\/strong\u003e, this rug offers the depth of texture and vibrancy of colour that makes the decorative design truly come alive. Wool fibres catch and reflect light differently than synthetic materials, giving the pattern a dynamic quality that shifts throughout the day.\n\u003c\/p\u003e\n\u003cp\u003e\nThe \u003cstrong\u003enatural latex backing\u003c\/strong\u003e locks the tufted pile firmly in place, maintaining the pattern's visual crispness and preventing any migration of fibres over time. The \u003cstrong\u003eanti-skid underside\u003c\/strong\u003e keeps the rug positioned securely on hardwood, tile, and stone — so the decorative design is always seen exactly as intended.\n\u003c\/p\u003e\n\u003cp\u003e\nAvailable from \u003cstrong\u003e3×5 ft to 12×15 ft\u003c\/strong\u003e, this decorative rug works as a bold accent in a neutral room or as a pattern layer in an eclectic, curated interior. Art for the floor.\n\u003c\/p\u003e","brand":"yourrugstore","offers":[{"title":"3x5","offer_id":50516999143660,"sku":null,"price":5899.0,"currency_code":"INR","in_stock":true},{"title":"4x6","offer_id":50516999176428,"sku":null,"price":9399.0,"currency_code":"INR","in_stock":true},{"title":"4x7","offer_id":50516999209196,"sku":null,"price":10999.0,"currency_code":"INR","in_stock":true},{"title":"5x7","offer_id":50516999241964,"sku":null,"price":13699.0,"currency_code":"INR","in_stock":true},{"title":"5x8","offer_id":50516999274732,"sku":null,"price":15599.0,"currency_code":"INR","in_stock":true},{"title":"6x8","offer_id":50516999307500,"sku":null,"price":18799.0,"currency_code":"INR","in_stock":true},{"title":"6x9","offer_id":50516999340268,"sku":null,"price":21099.0,"currency_code":"INR","in_stock":true},{"title":"7x10","offer_id":50516999373036,"sku":null,"price":27299.0,"currency_code":"INR","in_stock":true},{"title":"7x11","offer_id":50516999405804,"sku":null,"price":30099.0,"currency_code":"INR","in_stock":true},{"title":"8x10","offer_id":50516999438572,"sku":null,"price":31199.0,"currency_code":"INR","in_stock":true},{"title":"8x11","offer_id":50516999471340,"sku":null,"price":34299.0,"currency_code":"INR","in_stock":true},{"title":"9x12","offer_id":50516999504108,"sku":null,"price":42099.0,"currency_code":"INR","in_stock":true},{"title":"9x13","offer_id":50516999536876,"sku":null,"price":45599.0,"currency_code":"INR","in_stock":true},{"title":"10x13","offer_id":50516999569644,"sku":null,"price":50699.0,"currency_code":"INR","in_stock":true},{"title":"10x14","offer_id":50516999602412,"sku":null,"price":54599.0,"currency_code":"INR","in_stock":true},{"title":"12x15","offer_id":50516999635180,"sku":null,"price":70199.0,"currency_code":"INR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0850\/0687\/6908\/files\/modern-4-front-thumbnail.png?v=1791103725"},{"product_id":"designer-hand-tufted-wool-carpet","title":"Designer Hand Tufted Wool Carpet | Luxury Handmade Rug with Anti-Skid Natural Latex Backing","description":"\u003ch3\u003eKey Features\u003c\/h3\u003e\n\u003cp\u003e\n✔ Designer Pattern – Curated Aesthetic\u003cbr\u003e\n✔ Hand Tufted by Expert Artisans\u003cbr\u003e\n✔ 100% Natural Wool – Soft, Durable \u0026amp; Hypoallergenic\u003cbr\u003e\n✔ Natural Latex Backing – Prevents Fraying \u0026amp; Shedding\u003cbr\u003e\n✔ Anti-Skid Backing – Secure on All Surfaces\u003cbr\u003e\n✔ Cut Pile Construction – Dense \u0026amp; Luxurious\u003cbr\u003e\n✔ Multiple Sizes: 3×5 ft to 12×15 ft\u003cbr\u003e\n✔ Ideal for Luxury Homes, Hotels \u0026amp; Commercial Spaces\u003cbr\u003e\n\u003c\/p\u003e\n\n\u003ch3\u003eProduct Description\u003c\/h3\u003e\n\u003cp\u003e\nIntroduce designer-level elegance into your living space with this \u003cstrong\u003eDesigner Hand Tufted Wool Carpet\u003c\/strong\u003e. Conceived with a sharp eye for proportion, palette, and pattern, this carpet transcends functional floor covering — it is a piece of décor art that anchors a room and sets the tone for your entire interior.\n\u003c\/p\u003e\n\u003cp\u003e\nTufted by hand from \u003cstrong\u003e100% natural wool\u003c\/strong\u003e, the rug offers a luxuriously dense pile that feels as remarkable as it looks. Wool's inherent properties — natural resilience, moisture regulation, and soil resistance — make this carpet as practical as it is beautiful.\n\u003c\/p\u003e\n\u003cp\u003e\nThe \u003cstrong\u003enatural latex backing\u003c\/strong\u003e seals the base of the pile, ensuring dimensional stability, zero shedding, and resistance to the everyday stresses of foot traffic. 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From the carefully selected natural wool pile to the precisely applied latex backing, every element of this rug reflects a standard of quality that discerning buyers immediately recognise.\n\u003c\/p\u003e\n\u003cp\u003e\nCrafted from \u003cstrong\u003e100% natural wool\u003c\/strong\u003e of select grade, this rug has an exceptionally smooth, uniform surface that speaks to the quality of the raw material and the skill of the artisan. The \u003cstrong\u003ecut pile\u003c\/strong\u003e is tufted to a consistent depth across the entire face — resulting in a flat, even surface that looks polished and well-considered in any setting.\n\u003c\/p\u003e\n\u003cp\u003e\nThe \u003cstrong\u003enatural latex backing\u003c\/strong\u003e binds the tufted pile with precision, providing lasting structural integrity and eliminating any possibility of shedding or pile displacement. 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Clean lines, sharp angles, and a thoughtfully curated palette come together to create a rug that is both visually striking and architecturally satisfying — the perfect anchor for modern, minimalist, and Scandinavian-inspired interiors.\n\u003c\/p\u003e\n\u003cp\u003e\nCrafted entirely from \u003cstrong\u003e100% premium natural wool\u003c\/strong\u003e, the rug delivers a dense, soft pile that feels exceptional underfoot. Wool's natural resilience means the geometric pattern retains its crispness and dimensional clarity even after years of regular use.\n\u003c\/p\u003e\n\u003cp\u003e\nThe \u003cstrong\u003enatural latex backing\u003c\/strong\u003e reinforces the tufted structure, preventing pile loss and maintaining flat, even contact with the floor. 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Its layered geometric pattern and soft texture create a modern luxury look, perfect for bedrooms, living rooms, and stylish interiors.\u003cspan class=\"PDq2pG_selectionAnchor\"\u003e\u003c\/span\u003e\u003c\/p\u003e\n\u003cp dir=\"auto\" data-start=\"357\" data-end=\"374\"\u003e\u003cstrong data-start=\"357\" data-end=\"374\"\u003eKey Features:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul data-start=\"375\" data-end=\"613\"\u003e\n\u003cli data-section-id=\"e2b6ib\" data-start=\"375\" data-end=\"408\"\u003eHand Tufted by Skilled Artisans\u003c\/li\u003e\n\u003cli data-section-id=\"1p6l4ft\" data-start=\"409\" data-end=\"431\"\u003ePremium Natural Wool\u003c\/li\u003e\n\u003cli data-section-id=\"jf0w9n\" data-start=\"432\" data-end=\"460\"\u003eSoft \u0026amp; Comfortable Texture\u003c\/li\u003e\n\u003cli data-section-id=\"1h66ek\" data-start=\"461\" data-end=\"486\"\u003eModern Geometric Design\u003c\/li\u003e\n\u003cli data-section-id=\"1bneb3e\" data-start=\"487\" data-end=\"511\"\u003eDurable \u0026amp; Long-Lasting\u003c\/li\u003e\n\u003cli data-section-id=\"ol3pa4\" data-start=\"512\" data-end=\"545\"\u003eNatural Latex Anti-Skid Backing\u003c\/li\u003e\n\u003cli data-section-id=\"6vrdb9\" data-start=\"546\" data-end=\"585\"\u003eIdeal for Bedroom, Living Room \u0026amp; Hall\u003c\/li\u003e\n\u003cli data-section-id=\"27l2q8\" data-start=\"586\" data-end=\"613\"\u003ePremium Luxury Home Décor\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"yourrugstore","offers":[{"title":"3x5","offer_id":67597008503020,"sku":null,"price":5899.0,"currency_code":"INR","in_stock":true},{"title":"4x6","offer_id":67597008535788,"sku":null,"price":9399.0,"currency_code":"INR","in_stock":true},{"title":"4x7","offer_id":67597008568556,"sku":null,"price":10999.0,"currency_code":"INR","in_stock":true},{"title":"5x7","offer_id":67597008601324,"sku":null,"price":13699.0,"currency_code":"INR","in_stock":true},{"title":"5x8","offer_id":67597008634092,"sku":null,"price":15599.0,"currency_code":"INR","in_stock":true},{"title":"6x8","offer_id":67597008666860,"sku":null,"price":18799.0,"currency_code":"INR","in_stock":true},{"title":"6x9","offer_id":67597008699628,"sku":null,"price":21099.0,"currency_code":"INR","in_stock":true},{"title":"7x10","offer_id":67597008732396,"sku":null,"price":27299.0,"currency_code":"INR","in_stock":true},{"title":"7x11","offer_id":67597008765164,"sku":null,"price":30099.0,"currency_code":"INR","in_stock":true},{"title":"8x10","offer_id":67597008797932,"sku":null,"price":31199.0,"currency_code":"INR","in_stock":true},{"title":"8x11","offer_id":67597008830700,"sku":null,"price":34299.0,"currency_code":"INR","in_stock":true},{"title":"9x12","offer_id":67597008863468,"sku":null,"price":42099.0,"currency_code":"INR","in_stock":true},{"title":"9x13","offer_id":67597008896236,"sku":null,"price":45599.0,"currency_code":"INR","in_stock":true},{"title":"10x13","offer_id":67597008929004,"sku":null,"price":50699.0,"currency_code":"INR","in_stock":true},{"title":"10x14","offer_id":67597008961772,"sku":null,"price":54599.0,"currency_code":"INR","in_stock":true},{"title":"12x15","offer_id":67597008994540,"sku":null,"price":70199.0,"currency_code":"INR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0850\/0687\/6908\/files\/WhatsAppImage2026-09-26at7.15.01PM.jpg?v=1790690983"},{"product_id":"hand-tufted-floral-wool-rug-blue-cream-flower-area-carpet","title":"Hand Tufted Floral Wool Area Rug – Navy Blue, Cream \u0026 Gold Botanical Design","description":"\u003cp\u003e\u003cspan\u003eBring timeless floral elegance to your space with this \u003c\/span\u003e\u003cstrong\u003e\u003cspan\u003eHand Tufted Floral Wool Rug\u003c\/span\u003e\u003c\/strong\u003e\u003cspan\u003e, featuring a rich navy blue field, soft cream accents, and warm gold botanical details. The traditional floral pattern and decorative border create a refined statement that works beautifully in both classic and modern interiors.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eHand tufted from \u003c\/span\u003e\u003cstrong\u003e\u003cspan\u003ewool\u003c\/span\u003e\u003c\/strong\u003e\u003cspan\u003e, this rug offers a soft, comfortable feel underfoot while adding warmth, texture, and character to your room. Its detailed floral design makes it an excellent choice for a \u003c\/span\u003e\u003cstrong\u003e\u003cspan\u003eliving room, dining room, bedroom, office, or hallway\u003c\/span\u003e\u003c\/strong\u003e\u003cspan\u003e.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cspan\u003eProduct Details\u003c\/span\u003e\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003e\u003cspan\u003eMaterial: Wool\u003c\/span\u003e\u003c\/li\u003e\n\u003cli\u003e\u003cspan\u003eConstruction: Hand Tufted\u003c\/span\u003e\u003c\/li\u003e\n\u003cli\u003e\u003cspan\u003eColor: Navy Blue, Cream \u0026amp; Gold\u003c\/span\u003e\u003c\/li\u003e\n\u003cli\u003e\u003cspan\u003eDesign: Floral \/ Botanical\u003c\/span\u003e\u003c\/li\u003e\n\u003cli\u003e\u003cspan\u003eShape: Rectangle\u003c\/span\u003e\u003c\/li\u003e\n\u003cli\u003e\u003cspan\u003eSoft and comfortable underfoot\u003c\/span\u003e\u003c\/li\u003e\n\u003cli\u003e\u003cspan\u003eDurable for everyday indoor use\u003c\/span\u003e\u003c\/li\u003e\n\u003cli\u003e\u003cspan\u003eSuitable for living rooms, bedrooms, dining rooms, offices and more\u003c\/span\u003e\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cspan\u003eCare Instructions:\u003c\/span\u003e\u003c\/strong\u003e\u003cspan\u003e Vacuum gently and regularly. 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