Home / Knowledge / News / Textiles / Education key to put wool back in the home say manufacturers

Education key to put wool back in the home say manufacturers

05
Feb '10
Working alongside bedding and carpet manufacturing partners, Woolmark is marketing the merits of wool as part of a healthy home.

At Heimtextil, the world's largest home textile trade fair in Germany, Australian Wool Innovation (AWI) created a “wool arena” under the Woolmark banner, where eight Woolmark licensees exhibited their products and the natural benefits of sleeping, walking and sitting on wool. Additionally, the products of 13 other licensees from Asia and Europe were exhibited by AWI at the Woolmark Stand as part of selling the benefits of broader wool in the interiors sector.

The latest in wool blankets, underlays, doonas as well as new felted products such as cushions and bags were exposed to over 70,000 retail buyers and wholesalers from all over the world. The ability to machine-wash many of these products is a major point of interest to a significant number of European retail buyers.

Exhibiting at Heimtextil, Australian bedding manufacturer Jaspa Herington's managing director Barry Young said educating retailers and wholesalers about wool's naturally superior temperature and moisture control, anti-allergenic and anti-bacterial properties was very worthwhile.

'Europe and the United States bedding markets are like the Australian market some 20 years ago, when wool had very little market share, but I now see that changing with education. Once retailers see and feel the benefits of wool they don't look back. Wool now makes up about 50 per cent of the bedding market here in Australia because people know it outlasts and outperforms the competition.'

Belgian bedding wool specialist DBCwool's director Dominique Blandiaux agreed.

'Wool was in the air at Heimtextil. We were pleased to work with Woolmark and have received an increased level of enquiry from quilt producers wanting to know more about wool as a result.'

Increased interest in wool was also a theme from the Domotex floor covering expo, also held in Germany. Here Woolmark met with over 20 licensees from the Indian subcontinent, Belgium and the Netherlands to discuss further marketing and education opportunities.

'Broader micron wool still has a strong market presence in the Interior Textiles sector but ongoing retail and consumer education is required to continue to regain lost market share. We need to keep selling the messages about wool home textile products being naturally more durable, safer and more fire retardant, how wool is anti-static and naturally resists dirt and stains,' AWI product service manager Mahua Das added.

Australian Wool Innovation Limited


Must ReadView All

Pic: Shutterstock

Apparel/Garments | On 24th Sep 2021

UK competition watchdog to crack down on green fashion claims

To help businesses understand how to communicate their green...

Pic: Shutterstock/​​Sorbis

Retail | On 24th Sep 2021

Revenues from Chinese apparel retail sales reach $132.44 bn in Jan-Aug

China's retail sales of consumer goods went up by 2.5 per cent year...

Pic: Kontoor Brands

Apparel/Garments | On 24th Sep 2021

US firm Kontoor Brands to finalise GHG emissions targets in 2022

Kontoor Brands, an American lifestyle apparel company, has announced...

Interviews View All

India-EU Summit, Representatives

India-EU Summit
Representatives

India-EU FTA will provide EU with better access to a huge & rapidly...

Textile Industry, Head honchos

Textile Industry
Head honchos

Instagram & fashion will go a long way together

Textile Industry, Head honchos

Textile Industry
Head honchos

Switch was not 100% pandemic related

Yawer Ali Shah,

Yawer Ali Shah

Synthetic colours and dyes were all the rage till the very first ban on...

Shambhu Nath Jha,

Shambhu Nath Jha

Leading research and consulting firm Fact.MR recently launched a report on ...

Chini Chouhan,

Chini Chouhan

Founded by Chini Chouhan, her eponymous brand specialises in women's...

Jacques Prigneaux, EDANA

Jacques Prigneaux
EDANA

EDANA has been the leading global association and voice of the nonwovens...

Dr Anup Rakshit, ITTA

Dr Anup Rakshit
ITTA

The Indian Technical Textile Association (ITTA) is the only association of ...

Madison Maxey, Loomia

Madison Maxey
Loomia

Loomia designs and manufactures soft circuit systems that can be produced...

Sandeep Gonsalves & Sarah Gonsalves, Sarah & Sandeep

Sandeep Gonsalves & Sarah Gonsalves
Sarah & Sandeep

Established in 2012, Sarah & Sandeep is a luxury menswear label...

Abhishek Bajaj & Samiksha Bajaj, Samshek

Abhishek Bajaj & Samiksha Bajaj
Samshek

Samshek is a fashion forward tech brand which combines digital experience...

Anjali Bhaskar, Samatvam

Anjali Bhaskar
Samatvam

<b>Anjali Bhaskar</b> has an experience of 12 years in the fashion...

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

Leave your Comments


September 2021

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


Advanced Search