Wool takes on synthetics in carpet war
One of Europe’s leading carpet makers is preparing to launch a campaign promoting the virtues of New Zealand wool.
Dutch company Best Wool Carpets wants to fight back against the dominance of synthetic products which dominate the global carpet market with a whopping 96 per cent share.
It aims to counter some of the falsehoods propagated by the synthetic industry, such as that wool carpet fades in UV light.
In New Zealand for talks with companies such as NZ Merino, Best Wool Carpets chief executive Yvar Monasch said the industry needed to sell the natural story of wool better.
‘‘One of the things we find when we start talking about the benefits of wool is that it is hard to stop. Resilience, sustainability, comfort, you can go on.’’
Wool was more expensive than synthetics but people were prepared to pay.
‘‘If you want to have a beautiful product you have to pay for it so we don’t cater for the low end of the market,’’ Monasch said.
‘‘Wool lasts longer, carpets stay good looking for a long time, maybe 10 years, but a synthetic one loses its beauty after two or three years.’’
Best Wool Carpets has a 25 per cent market share of the fine wool carpet business in Europe, making what he describes as fashionable, textured-style products.
Most of the strong, crossbred wool it uses comes from New Zealand, and the largest percentage from farmers contracted with NZ Merino. At present there are 260 tonnes of New Zealand crossbred wool in Best Wool’s forward contracts – about 2000 bales.
Monasch said he was not scared over campaigns by animal rights activists against wool, as Best Wool knows how its farmers operate.
The pro-wool campaign will be launched at the biggest flooring show in Germany in January.