Got a great, very deep pile 100% woolen rug from IKEA, the "Rislev". The pile is some 2 1/2 inches - 7 cm. But it really smells. Now this rug was ex-display and a bit cheaper, but the smell isn't from wetness/mold/mildew as far as I can tell, and there's no staining. All the Ikea rugs have this smell. According to IKEA they spray it with some chemical before they import it to Australia, they say with airing it will go away. We've aired it for two weeks (out during the day and in at night) and it doesn't seem to be getting better. It's really animaly, almost pooey smell. First morning after we got it I thought it was a full nappy courtesy of our 15 month old & got confused when the nappy was clean!
I've read lots of conflicting advice on this and other NGs. Some say baking soda makes wool harsh, use vinegar; others say vinegar makes wool harsh... many people swear by Fabreeze or Nature's Miracle but the odours they've been removing or fabric they've been cleaning have been quite different - cat pee etc. People talk about washing in shampoo & conditioner but this is WAY too big to go in a machine or a tub.