Wools of New Zealand officially launched Laneve, its new fibre integrity brand, to the United Kingdom carpet market at a recent event in New Zealand House, London.
Home to the New Zealand High Commission, the Penthouse Suite at New Zealand House now features the very first installation of a Laneve carpet, the result of a partnership between the New Zealand and European wool industries to create sustainable and beautiful carpets.
Carpets created under the Laneve brand are guaranteed to contain 100% traceable wool grown only in New Zealand and the United Kingdom. No man-made fibre is allowed in order to ensure the pile is fully biodegradable. Laneve provides the assurance that consumers' social and environmental concerns have been addressed at every stage of production, with independent verification of sustainability credentials.
New Zealand has the ideal climate for growing wool allowing exceptionally productive and healthy sheep to thrive. Strict codes of conduct governing land management and animal husbandry are enforced by an Act of Parliament. By combining optimum animal-friendly practices with the latest agricultural and production techniques, Laneve wool uses only 1/8th of the energy needed to produce nylon fibre.
The Laneve carpet at New Zealand House is a 100% wool axminster carpet manufactured by Brintons who have a tradition of superior quality stretching back to 1783. Benefiting from full traceability of the fibre, the New Zealand wool component originates from identifiable farms in New Zealand, while the British wool element is traceable through the British Wool Marketing Board's Quality Assurance Programme, from the Bradford wool auction to Danspin in Denmark and the weaving plant in Kidderminster.
In another first, Wools of New Zealand is capitalising on the rapidly increasing use of information technology by targeting the consumer through the launch of an interactive touch-screen service to be used as a sales tool in carpet showrooms. The Wool Benefits System is designed to guide the consumer not only through the key benefits of New Zealand wool, but by inputting a unique reference number found on the carpet label, the consumer is also able to track the farm-to-floor lifecycle of their Laneve branded carpet. This addresses the growing consumer demand for products that are both ethical and stylish. The system also educates retail staff about the value and quality of wool carpets, influencing consumers' buying decisions. Wools of New Zealand is currently working with the retail sector on the installation of the system at selected retail stores later this year.
To further illustrate the Laneve traceability system during the launch, a Ryalux product was displayed that could be traced to the Italian yarn spinner Martinelli and the New Zealand farms that were involved in the wool production.
David Hammond, European Market Manager at Wools of New Zealand, explains: “We have demonstrated what can happen when like-minded European and New Zealand companies collaborate to create wool products that deliver real value to the consumer. Wools of New Zealand are focused on providing the market with ethically-sourced wool of the highest possible quality and value. We know that by creating a clear line-of-sight between the consumer and the grower we can deliver great products with benefits to the consumer and the environment. Through Laneve, we are committed to adding value to the experience of owning a wool carpet. A transparent, value for money supply chain producing sustainable, stylish and quality carpets is sure to be appealing to the discerning consumer.”
Several British and Continental partners have joined the Laneve programme. Laneve wool is now coming through the pipeline for products that will be launched later in 2010, with a number of UK retail and carpet buying groups having pledged support for Laneve.