Founded in 2000s, Uzbek brand SAG, offers world-specific Uzbek textured carpets from Samarkand with a production power of 19 million square meters per year. Declaring their business ambitions, Kamol Abdulloev, Chairman of SAG, stated that the company leads the CIS region in terms of production capacity and product range. He also announced that SAG would be a brand in 2025, with plans to enter new foreign markets. Recently, SAG underwent a significant rebranding initiative with the help of Depot branding agency. This rebranding reflects the company’s commitment to modernization and aligning its identity with international standards while retaining its cultural roots. Following its new philosophy, SAG aims to showcase a new standard—not only in its category but also across the market as a whole. The new palette of the brand includes a wide array of vibrant colors used in signature graphics, adding variety to the brand’s visuals and product designs. The brand’s signature graphics are dynamic and constructed from stitched patterns, symbolizing the continuous evolution and variety in the assortment and technology. This design also references the Silk Road, which influenced the development of carpet weaving in Uzbekistan.
Tell us the story of the birth of your brand?
The company Sam Antep Gilam, located in the Republic of Uzbekistan, in the famous city of Samarkand, and manufactures its products under the brand SAG. Today, the company is the leader in production capacity and product range in Central Asia and the CIS countries. But this was not always the case, the factory began its journey back in 2000, as a small shop with one carpet weaving machine. Currently, the company operates 55 modern carpet weaving machines, which have significantly enhanced production efficiency and quality. My brother and I, being the founders of the company, were always setting ambitious goals and far-reaching plans, and were able not only to modernize, but also to expand the scope of the company’s activities.
What types of carpets do you produce?
SAG offers a wide selection of rugs and carpets made from modal, acrylic, polypropylene, polyester, and viscose. Currently the company’s product line includes various types of machine-woven rugs and tufted carpets. Starting in 2025, the company launches the production of carpet tile and SPC laminate.
Do you pay attention to the use of domestic products in the raw materials that you use?
The entire production cycle, starting from the production of yarn and ending with the final packaging of products, is focused on the factory itself. We are striving to increase the share of domestic raw materials in production.
1. Production is equipped with its own workshop for the production of acrylic, polyester and polypropylene yarn. Every day, Neumag and Truckler equipment’s produce over 100 tons of yarns of different types.
2. We have a laboratory for the selection of colors at the production zone, and a workshop for the production of dye mixtures (master batches). The company produces 60 tons of dyes for dyeing polypropylene yarn every month.
3. Cotton yarn – necessary in production, is also produced by a subsidiary of the company. About 10 thousand tons of cotton fiber is processed annually. The use of domestic raw materials allows us to reduce the cost of our products and control their quality.
Have any changes been planned for the retail stores following the rebranding?
With the rebranding process we upgraded and expanded our official retail stores in every region of Uzbekistan, making the products accessible to the customers. These stores provide personalized consultations to help customers select the perfect carpet, delivery services, and comprehensive after-sales care. As part of our expansion strategy, we plan to open more retail stores in the upcoming year to further enhance customer convenience and brand presence
