NZ wool carpets and rugs launched in US

Media Release 30 March 2011

NZ wool carpets and rugs launched in US

New Zealand rugs and carpets using strong wool drawn from Wool Equities Ltd and New Zealand Romney suppliers will be unveiled in prestigious US stores on Friday.

The Just Shorn collection will be launched surrounded by in store displays including wool bales, woolshed doors and videos of New Zealand farmers telling their stories about working with sheep and wool. About 30 rug stores and 85 carpet stores in the luxury IDG chain (part of CCA Global) will feature the collection.

As part of the launch strategy, IDG staff will all receive training about the benefits of wool, enabling them to pass information on to architects, designers and other building specifiers who are their main customers.

"We're thrilled that high-end customers in the United States are going to be able to purchase our quality New Zealand wool rugs and carpets. This is fantastic for our owners/shareholders - 7800 New Zealand wool growers. The products of their hard work will be promoted at a premium price, recognising the real value of wool," Wool Equities Ltd Chairman and Manawatu farmer Cliff Heath says.

"The launch is the culmination of many months of work by our partner organisation Wool Marketing Enterprises. Wool Equities Ltd is proud to have its flagship rug products taking a lead position in this launch," Cliff says.

Wool Equities Ltd's primary focus is to promote wool and increase returns for all wool growers. New Zealand Romney is a farmer-owned initiative to promote the quality of the New Zealand Romney and raise the profile of the breed.

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