Armadillo Re-Certifies as B Corp – Leading the Way in Environmental Impact
Armadillo is proud to announce its recertification as a B Corp, attaining the highest score of any accredited rug brand in the world and in the top 5 within the wider furniture category.
B Corp is a rigorous third-party verification, signifying that a business meets the highest standards of social and environmental performance, public transparency and legal accountability. In 2021, Armadillo had the distinction of becoming the first Australian and American rug maker to join the global movement.
“As a luxury interiors brand, we’re honoured to be in the same conversation as some of the world’s most respected lifestyle companies,” says CEO Mark Haysman. Armadillo now sits within reach of highly esteemed B Corp Patagonia, and alongside ethical household brands such as TOMS, KeepCup, Who Gives A Crap and Avocado Mattress. Armadillo’s score surpasses those of well-known brands Aesop, Allbirds, Athleta, Bassike, Chloe, Ganni, Kathmandu, P.E. Nation, Rip Curl, The Body Shop, Veja, Vestiaire Collective, Warby Parker and Weleda.
Maintaining B Corp status involves a thorough assessment of five areas – governance, workers, customers, community, and the environment – every three years. “To us, leaving a positive impact on people and planet is a process of continual improvement and not just a box to be ticked. It takes a holistic approach across all arms of the business and buy-in from our entire team,” notes Head of Purpose Alarna Rose.
During the rigorous recertification process, Armadillo excelled in several key areas:
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Carbon Neutral: The brand achieved Carbon Neutral status in 2023, successfully tracking and offsetting emissions across its six showrooms.
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100% Red List Free: All of Armadillo’s rugs are free from harmful chemicals and are recyclable through end-of-life programs.
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Global Philanthropy: Armadillo has expanded its philanthropic reach, now supporting seven charities across five continents, with a special focus on providing educational opportunities for young women.
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Best Places to Work: Armadillo has been recognized as one of the Best Places to Work in both Australia and the US.
In improving its score from 80.3 in 2021 to 121.9 in 2024, the most notable gains were under the Environment. Armadillo tracked emissions across its six showrooms, ultimately qualifying as Carbon Neutral in 2023. All their rugs are designated 100% Red List Free and can be recycled through end-of-life programs. “It is a privilege to have a presence in our customers’ homes, so we’ve worked hard to give them the confidence to invest in a truly sustainable product,” explains co-founder Jodie Fried. In the area of Community, Armadillo broadened its philanthropic remit – it now supports seven charities across five countries, with plans to expand further. As a female-led brand, the emphasis has been on giving girls a better future through education. Armadillo fully funds scholarships at the KVM School in India, and supports programs run by Girls Inc. in the US, Stars Foundation in Australia, and the Sunrise Children’s Association Inc. in Nepal.
In terms of Workers, Armadillo has bolstered its reputation as an exceptional place to work – evidenced by their AFR Best Places to Work win in 2023 in Australia and Great Places to Work certification in 2024 in the US. Globally, employees are paid a minimum of 75% above the local minimum wage and have access to generous policies for paid parental leave, compassionate leave and tenure leave. Staff also receive an annual professional development fund as well as a health and wellbeing allowance.
Armadillo’s updated credentials reflect its ambitious goals – directed at instigating lasting change not only within its own business but with a ripple effect on their wider industry. “In the design world, luxury is often the ultimate aspiration. To us, true luxury is leaving the world better than we found it,” says co-founder Sally Pottharst.
Founded in 2009 by Jodie Fried and Sally Pottharst with a mission to create rugs that tread lightly on the Earth, Armadillo has always been at the forefront of sustainable design. As the first Australian and American rug maker to be B Corp certified in 2021, Armadillo continues to set new standards in social and environmental performance, transparency, and accountability.
