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Wool is gaining ground at interior textiles trade fairs
Jan '11
Woolmark licensees have enjoyed some of the strongest interest in their products for years under the slogan “Wool. Go Natural!” at two of the world's largest interior textiles trade fairs.

As part of the Woolmark Wool Arena at Heimtextil, Frankfurt, Germany, which was held in January 12 – 15, 2011, Baur Vliesstoffe, H. Dawson, DBCwool, Hey-Sign, Jaspa Herington, Protex, Van Riel and Wool Products Australia all highlighted the natural beauty of home textiles made from wool.

“We have had a lot of new interest from customers wanting products that are natural, renewable and sustainable. We are finding wool is gaining ground particularly in bedding where we use Downs-type wools. People appreciate they have up to 25 per cent more deep sleep when sleeping with wool,” Jo Dawson of H.Dawson said. Watch Woolmark licensees talk at Heimtextil about wool demand.

The Woolmark Wool Arena was used as a meeting place for all things wool, where licensee co-exhibitors marketed the natural benefits of wool to 73,000 trade visitors from 136 countries. Suppliers, buyers and retailers along the wool pipeline discussed new, innovative products and technologies such as mercerised wool and machine washable wool at 60°C.

“We have seen a significant rise in interest for wool. We are in our 20th year and use 100 per cent pure Australian wool in our underlays and quilts as I believe it is the best in the world. Once people understand the natural benefits of wool there is quite an untapped market for wool, the growth prospects are significant I believe,” Barry Young of Jaspa Herington added.

Wool also fitted in well at the Domotex floor covering expo in Hannover, Germany where the issue of sustainability was the keynote theme. As a biodegradable, natural fibre, wool was ideally suited to gain the attention of the many thousands of trade visitors.

Both Barry Young and Jo Dawson said the use of the Woolmark logo on their products allowed consistent messaging over time about the natural qualities of wool. Mr Dawson said Woolmark also played an important role in upholding standards through product policing. An example of this is the Woolmark Carpet Inspection Service in India.

AWI/Woolmark Country Manager, Germany, Johann Mittermayr agreed the trend towards natural and biodegradable fibres was creating opportunities for retailers to sell more wool products.

“Wool has natural breathability and moisture control, softness and resilience, as well as flame retardant and non-allergenic properties. When it comes to overall performance, safety and lifestyle appeal, wool is the perfect natural fibre.”

Australian Wool Innovation is a not-for-profit company owned by over 29,000 Australian woolgrowers. AWI invests in research, development, innovation and marketing along the global supply chain for Australian wool.

Australian Wool Innovation Limited

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