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Ozzie retailers learn the benefits of new carpet

Australian Retailers learn the benefits of new Wool Carpet

Two groups of Australian shop floor retailers have visited New Zealand recently for an intensive two-day study on the benefits that wool carpet delivers to consumers.

The retailer education programme was based around a new wool carpet range being launched in Australia over the next two weeks and included, farm visits, wool shearing, and training in spinning and dyeing techniques.

New Zealand wool exporter H Dawson Farm Direct, yarn spinner Christchurch Yarns, retailer group The WoolSet, and carpet manufacturer Prestige Carpets brought the 24 Australian retailers to see how the new Pure South carpet range was made and why wool produces a superior product.

H Dawson Farm Direct is a member of the United Wool Marketers Group of private merchants, brokers and exporters wanting greater promotion at retail level to build consumer demand and long-term price advantages for growers.

Selwyn Mackay, CEO of The WoolSet says: “We have been extremely disappointed by the cessation of wool promotion at a retail level by the NZ wool industry. We need the support of wool growers to ensure we have information that informs our carpet buyers of the advantages of wool.”

Mr Mackay says the new carpet is delivering $1/kg extra to Texel wool growers and the premium was achieved because companies along the wool pipeline were working together to create a special product with a point of difference.

H Dawson Farm Direct, The WoolSet and Prestige worked on the retail education programme for 12 months

“We needed to close the gap on a lack of consumer know-how as the team developed the new woollen carpet range sourced from Texel sheep which delivers new levels of performance and texture,” Mr MacKay said.   

The new Pure South carpet range will be launched in two weeks time into Australian shops, with NZ to follow. 

Paul McGinty, Managing Director of Prestige Carpets is confident the retailer education campaign over the past three weeks will make a huge difference to the success of the new wool based carpet at point of sale.

“We are delighted with the support of H Dawson Farm Direct and Christchurch Yarns, who have delivered a world class wool education programme”




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