Wool Impressions concept at Domotex

18 Jan '11

4 min read

Two international trade shows this month complete the transition of Wools of New Zealand, from an historic “Industry Good” remit, to a focus now totally on sales and marketing of New Zealand's premium-quality wool into the higher-end wool carpet sector.

The emphasis of Wool Partners International is on commercial product ranges of high-quality, branded New Zealand wool carpet – delivered through grower-to-retailer value chains that Wools of New Zealand is building with its unique global network of supply, manufacturing and retail partners. (Wools of New Zealand is the international marketing arm of Wool Partners International.)

The first public showing of Wools of New Zealand's innovative approach to integrated value chains has been at the world's largest floor coverings trade show, 'Domotex 2011', in Hannover, Germany and will be followed by 'Surfaces', opening on 25 January 2011, in the United States.

Wool Partners International Chief Executive Iain Abercrombie says at both shows Wools of New Zealand will be demonstrating its ability to deliver differentiated, traceable and sustainable NZ wool carpet to discerning customers, designed to deliver royalties to support the NZ grower.

“Interest from buyers of quality carpet, particularly those looking for demonstrable traceability and sustainability has been strong at Domotex and a similar trend is expected at Surfaces.”

This year, for the first time, Wools of New Zealand will be joined by selected co-exhibitor partners. These partners will together showcase Laneve and Wools of New Zealand-branded carpets and yarns, and other innovations such as natural dyes that are a perfect fit with the sustainable Laneve programme.

Wools of New Zealand's stand, “The Wool Pavilion”, reflects the style “Wool Impressions”, a new concept from Wools of New Zealand's European design studio and Registered Style Direction, targeting new yarn and carpet styling innovations. Inspired by the Impressionist Art movement, and principally Monet (the current major Paris exhibition of his work highlights a major new trend), the stand provides a very clean, pastel look.

The main stand carpet is a “flagship” range designed and coloured by Wools of New Zealand's European design studio. It is tufted from Laneve 100% traceable New Zealand wool by premium UK manufacturer Brockway Carpets, using yarn spun by major Danish spinner Danspin – both of whom are co-exhibitors at The Wool Pavilion.

The second is an Axminster, woven again from Danspin Laneve yarn for co-exhibitor Sethia Enterprises, and marketed under the new high-end brand “Flock”. Sethia are showcasing an impressive wide range of production Laneve carpets designed and coloured by Wools of New Zealand. Both stand carpets will be exhibited as commercially-available ranges.

Wools of New Zealand's own displays include the new Wools of New Zealand? branded “Artwork” carpet collection created by Wools of New Zealand and about to be launched by Europe's largest carpet distributor Headlam. Also on display will be the unique touchscreen “Wool Benefits System”, demonstrating the many advantages of New Zealand wool carpet, and the new 2012 colour forecast palette.