The British Wool Marketing Board (the Wool Board) attended the leading North American flooring show – Surfaces 2010 - held in Las Vegas in February, to promote British Wool for carpets.
Accompanied by Brintons and Axminster Carpets, the Wool Board also hosted the American launch of the Wool Project, HRH The Prince of Wales’ campaign to re-position wool.
"The activity at this show is highly valuable for the wool producers of the UK because in this market wool carpet is firmly embedded in the high-end market. If we can increase the share of wool carpet purchased this has real potential to increase demand and prices." Ian Hartley, CEO of the Wool Board explained.
Currently, wool is only 3% of the textile floor covering market in America, nylon maintains the largest share.
"The reality is that carpet American manufacturers now have to think Green because in the USA, there is growing scrutiny of products and there are clear incentive schemes to architects and developers to choose sustainable products with greater carbon efficiencies both in manufacturing process and in product life."
The Wool Board used their recent Life Cycle Analysis, which provides a detailed environmental assessment of scoured British Wool to help promote the fibre as the planet friendly fibre for carpet.
"The view on British Wool has changed considerably in the last few years, more retailers are interested in making space for wool ranges in their showrooms and this is because they understand that natural fibres tick Green boxes and also they are beginning to understand the benefits of wool."
HRH The Princes of Wales’ Wool Project was launched at the event and a pre-recorded DVD of the Prince of Wales was played.
"The Prince talked of the strengths of wool and he urged support for the fibre. And this message was well-received by guests at the launch. The planned Wool Project retail and educational programme was also seen as something the retail community needed to increase sales of wool ranges and would encourage consumer interest."
"It was a very good show for British Wool and our partners, the impact of the Prince and the Wool Project in this market is highly valuable and we do feel this will help to grow the market share for wool." Ian Hartley, CEO of BWMB said.
