I'm updating this review as I just bought another of these rugs, December 2013. The quality is much poorer than the last one I purchased. The label on the back says 'Urban', the threads are thin, it is not soft underfoot like the last one and the white colour is more grey than white. Very disappointed. The previous rug I bought a month ago from this seller had a 'Stockholm' sticker on the back and had thicker, shorter, softer dense threads and was soft underfoot. Beware, the quality has dropped. Oddly, the seller was 'Home Solutions' when I bought the poor quality rug and amended my review, but the seller is now listed as The Rug House. Curious.