Home / Knowledge / News / Textiles / Americas really love Just Shorn carpet wool
Americas really love Just Shorn carpet wool
15
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

Must ReadView All

Textiles | On 28th Mar 2017

India may impose duty on elastomeric filament yarn

The Government of India is likely to impose anti-dumping duty on...

Courtesy: Lee Cooper

Apparel/Garments | On 28th Mar 2017

CCI clears FLFL proposal to divest Lee Cooper

The Competition Commission (CCI) of India has approved the proposal...

Textiles | On 28th Mar 2017

Bardoli CEFC to benefit south Gujarat MSMEs

India’s first common engineering facility centre (CEFC) at Bardoli,...

Interviews View All

Yash Agarwal
Hitansh Online

Every market region has its own culture and trends

Krishnanand Tripathi
Textrade International Ltd

We believe in vocational education for entry-level employees, offering...

Nitin Soni
Dolphin Jingwei Machines

Taxation policies need to be made simpler

Johan Berlin
InvestKonsult Sweden AB

Investkonsult Sweden AB has been buying and selling second-hand textile...

Iago Castro Asensio
RCfil Distribuciones S.L.

Iago Castro Asensio, International Business Manager of RCfil...

Larry L Kinn
Suominen Corporation

Larry L Kinn, Senior Vice President - Operations Americas of Suominen...

Silvia Venturini Fendi
Fendi s.r.l

"Yes, my confidence and positive attitude are my strengths and should be...

Yash P. Kotak
Bombay Hemp Company

One of the directors of Bombay Hemp Company, Yash P. Kotak, speaks to...

Sanjukta Dutta
Sanjukta's Studio

<b>Sanjukta Dutta</b> creates unique garments by clubbing prints of...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH
March 2017

March 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


eNEWS
Insights
Subscribe today and get the latest News update in your mail box.
Advanced Search