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Aussie woolen bedding & carpet highlighted at Heimtextil
Feb '13
The extra sleep gained with woolen bedding and the superior safety of woolen carpet were recently highlighted at the world’s largest home textile fair; Heimtextil, Frankfurt, Germany.

“Merino. Superior Performance” was the theme at the Heimtextil Wool Arena, where Woolmark partners Baur Vliesstoffe, Bönning + Sommer, Cafissi, Wool Products Australia, H. Dawson, Herington and Lano demonstrated wool’s natural benefits.

“There is a continuing increased interest in companies wanting to use wool, with our washable wool balls for bedding an example of this” Jo Dawson, CEO of H Dawson Wool said.

A new brochure relating to wool in bedding is now available and wool’s superior performance in carpets is also highlighted in a new publication.

Over 66,000 trade visitors from 66 countries visited the recent trade fair to gain inspiration for the new season and to replenish their stocks of interior textiles.

The Woolmark ‘Mothers and Babies’ project was a key focus of Woolmark’s presence at Heimtextil. The new marketing category is driving demand for Merino wool in the parenthood market by educating consumers, manufactures and brands about the scientifically proven benefits of Merino wool.

Merino wool contributes to better health and well-being for infants through better moisture and temperature management. As babies are far more prone to heat loss or heat gain than adults, maintaining a healthy skin and body temperature is critical. This thermoregulation of wool improves sleeping and development for babies.

The Woolmark Company’s country manager for Germany, Johann Mittermayr, added ‘Heimtextil is the most important interiors trade fair globally. Offering this opportunity to our licensees to showcase the best of Merino wool interior products at this event is a very important sales and marketing opportunity.’

About The Woolmark Company

The Woolmark brand is the world’s best-known textile fibre brand.Owned by Australian woolgrowers, it provides consumers with guaranteed fibre content and an assurance of quality.

Companies that become Woolmark licensees can use the Woolmark logo on their products as an independent quality endorsement, thereby providing licensees with differentiation within the marketplace.

The Woolmark brand is owned by The Woolmark Company, the world’s leading wool textile organisation. The value of the brand is well established and highly regarded across the world in the apparel, interior textiles and home laundry sectors. It represents a long-term commitment to quality spanning more than 45 years.

As one of the world’s most well-known brands the Woolmark logo has been applied to more than five billion products since the creation of the original mark in 1964.


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