Wednesday, 18 November 2020 09:55

Carpet maker's blast from the past

Written by  David Anderson
Bremworth claims its rebranding shows its recommitment to focus on 100% pure New Zealand wool. Bremworth claims its rebranding shows its recommitment to focus on 100% pure New Zealand wool.

Following its announcement earlier this year of quitting synthetics and only using 100% NZ wool, carpet manufacturer Cavalier Bremworth has now also changed its name.

In a back to the future move, the 60-year-old company is returning to its original moniker Bremworth.

“At the centre of the new brand is the focus on natural fibre design and innovation to make home interiors and our planet, healthier and more sustainable,” explains chief executive Paul Alston.

“A key pillar of the company’s long-term vision to be a global leader in designing and creating desirable, high performing, safe and sustainable interior products, is its recommitment to focus on 100% pure New Zealand wool.”

In July, the company announced it was exiting the synthetic carpet market – a move that will reduce its use of imported synthetic fibre by 2.5 million kilograms a year.

Alston says the immediate focus is on introducing new products such as its recently released felted wool carpet and promoting the “true worth” of wool and all-natural fibres.

“We are also investing in R&D, pushing the limits of what wool can do and looking at how we can innovate nature’s miracle fibre into a next-generation material. We are excited about the future and our change for good,” he adds.

“Going all-in on wool is the right move for our business, our customers, our local communities and the planet. Wool is durable, safe, natural, renewable and proudly produced in New Zealand. Experience shows that, for design, innovation and performance on the floor, you can’t beat wool, particularly New Zealand wool.”

Altson claims that since the July announcement that it was exiting the synthetic carpet market and returning to wool, it had been “blown away” by the positive feedback from retailers, customers and the rural sector.

“We’ve received fantastic support from the wider industry – with developers, designers and architects just as excited as we are about the direction the company is heading in.”

Meanwhile, Cavalier chairman George Adams says the company has taken the first few steps towards a natural, more sustainable future.

“Being authentic is important to us and our transformation runs much deeper than simply exiting synthetic carpet production,” he says.

“It’s about becoming transformative thinkers, being united in our beliefs, introducing disruptive innovation, creating new product categories and incorporating sustainability throughout our design and manufacturing process.”

More like this

Stuffing the good out of wool

In a minor coup for the struggling strong wool sector, one of New Zealand's largest furniture manufactures and retailers, Big Save Furniture, has committed to using more strong wool in its products and pay growers a fair price. David Anderson asked managing director Tom McKimm about the move.

Making wool great again

In a world where a vast range of everyday items are made of injection-moulded plastic, Christchurch inventor Logan Williams wants to put New Zealand wool in "pretty much everything".

National

Wide price range 'realistic'

Fonterra's wide forecast milk price range for the new season is realistic, says BNZ senior economist Doug Steel.

Machinery & Products

Lady muck really does suck

As anyone will attest to – if they’re married to someone with horses, have kids with ponies or are foolish…

The perfect workhorse

Hastings-based Kleer Contractors provides 24-hour machine work and labour for a local food processing plant.

» The RNG Weather Report

» Latest Print Issues Online

The Hound

No thanks!

OPINION: A mate of this old mutt's almost choked on his dog tucker when he came across the musings of…

More sunlight

OPINION: Your canine crusader hears that not all is rosy in the world of supposed rural sector congeniality.

» Connect with Rural News

» eNewsletter

Subscribe to our weekly newsletter