BRM & SMG choose Laneve wool in premium contracts

18 Nov '10

3 min read

Premier UK carpet buying groups BRM and SMG have entered into marketing partnerships with Wool Partners International (WPI), committing to use Laneve-branded strong wool in a new range of luxury carpets created for British homes.

Together, BRM and SMG represent about 430 specialist carpet stores in Great Britain including the prestigious Harrods of Knightsbridge in London.

Initially, 100 quality stores, committed to the natural, sustainable and traceable qualities the Laneve brand offers, will be selected to showcase the new carpet ranges.

The partnerships with BRM and SMG have been structured to return a premium for growers and generate marketing funds to bolster the strength of the Laneve brand at no cost to growers.

WPI Chief Executive Officer Iain Abercrombie says the willingness to pay a royalty to New Zealand growers is recognition that Laneve is fulfilling consumers' desire for a luxury natural fibre ethically produced and traceable through the value chain.

“The qualities of Laneve are adding to the value of our partners' brands and consumer proposition, encouraging them to make a substantial investment in launching new premium carpet ranges in the UK market,” Mr Abercrombie says.

The partnerships include carpet maker Ulster Carpets, who have already developed two Laneve products, named “Auckland” and “Queenstown”. Wools of New Zealand's Ilkley Centre for Wool Excellence is now working with a second carpet maker in the partnership, Brockway, to create a bank of 20 colours for a range it intends to launch early in 2011.

WPI expects to be in the market sourcing wool under contract for these and other partnerships in the near future.

“These partnerships involving four influential UK companies and Wools of New Zealand further demonstrate WPI's determination to add value to the finest quality carpet wools produced by New Zealand growers,” Mr Abercrombie says.

This is a significant step that further builds the contracted volume under the Laneve brand, which around 30 partners in the United States and Europe have now committed to.”

“These partnerships are the way forward for the New Zealand strong wool industry. The ability to create a premium from assembling LaneveTM value chains and reconnecting international consumers with the natural characteristics of strong wools produced on New Zealand farms, with their commitment to excellence and sustainability, will improve returns for growers.”

Wools of New Zealand European Market Manager, David Hammond says, “The four companies, BRM, SMG, Brockway and Ulster, are proven market leaders in their product offerings and in their powerful marketing techniques. They are a perfect fit with Laneve and have the right customers who are demanding sustainably manufactured and responsibly sourced interior products, always with a sharp focus on cutting edge colour and style”.

WPI is a New Zealand owned business that works along the total supply chain to create value for growers and their industry partners. Selected assets of the company – including leading international brands, the Wools of New Zealand business, the National Wool Auction Centre, and the procurement network – will be purchased by Wool Partners Co-operative Limited contingent on the successful conclusion of that company's recently-announced capital raising.

Wool Partners International (WPI)