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Americas really love Just Shorn carpet wool
Feb '10
The launch of Just Shorn carpets and rugs at the CCA Global Partners annual International Design Guild (IDG) retailers' conference in Las Vegas early February was incredibly successful, Elders Primary Wool Chairman Stu Chapman says.

The Just ShornT brand is part of a new partnership between New Zealand's Elders Primary Wool and US carpet retailing giant CCA Global Partners.

“IDG had been looking for a carpet range that would tap into the growing high end consumer market for natural, sustainable, environmentally friendly products. When we presented the Just Shorn range to this elite group of retailers, they were completely wowed and have approved the brand concept built on Just Shorn carpets and rugs being natural, sustainable, traceable and beautiful,” Mr Chapman says.

The retailers particularly liked the Just Shorn promotional material linking the grower with the consumer. “Americans really gravitate towards the pure New Zealand imagery. They loved seeing outlines of our farmers mustering with the sea and blue lakes in the background. Some people in the United States have never seen the sea. We forget how lucky we are with our environment here. It was quite powerful having New Zealand wool growers Howie Gardner and Hamish de Lautour at the launch and answer the retailers' questions,” he says.

“The IDG retailers loved meeting Howie and Hamish, going over the Just Shorn website and their videos. My retailers are really excited about Just Shorn,” IDG President Krista Eliason says. The next step is for the IDG retailers to select the designs and colours of the product range they want to promote and sell in their stores and samples will be made up.

“The fact that we have been able to put our Just Shorn brand out there in front of a retailing group like IDG is an amazing feat. It's been a big investment, but we're starting to see the results,” Mr Chapman says. “We have two manufacturers committed and ready to make these samples in time for the June rollout of the carpet collection in the more than 100 IDG retail stores across the US and Canada. We will soon be buying a small amount of wool from New Zealand growers for those samples. Once the IDG retailers start getting orders from customers, that's when we start looking at buying bigger volumes of quality New Zealand strong wool,” he says.

The Elders team also continued dialogue with delegates from the International Wool Textile Organisation and British Wool Marketing Board. “We can see the potential in these relationships and believe they will be very valuable in the long term,” he says.

Elders New Zealand

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