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Wednesday, 08 October 2025 12:55

Wools of New Zealand signs major deal in China

Written by  Leo Argent
Wools of New Zealand chief executive John McWhirter. Wools of New Zealand chief executive John McWhirter.

Wools of New Zealand has signed a partnership agreement with a leading Chinese manufacturer as the company looks to further grow demand in China and globally.

Wools of New Zealand chief executive John McWhirter said the signing ceremony with Anmao, along with renewed ties with two other companies (Saibosi and Yangxin Ruixin), prior to the 36th Nanjing Wool Market conference, was an important opportunity to strengthen customer relationships and promote the New Zealand brand.

“China is a very important trading partner and already purchases 40 to 50% of New Zealand strong wool, used to manufacture carpets, rugs, bedding and many other products sold in China and internationally.

“Chinese manufacturers want to ensure they have a reliable source of high quality raw natural supply, and our customers want to work in partnership with a company that is owned by New Zealand sheep farmers.

“Through partnership with Chinese manufacturers who supply some of the big retail brands in the US and Europe, we can access the rest of the world and promote the New Zealand wool brand.”

The conference on Thursday 18 September was attended by NZ Consul-General to Shanghai, Ardi Barnard, NZTE regional director Chris Metcalfe, Consul Timothy Vaughan-Sanders, Chad Tustin, the Ministry for Primary Industries’ (MPI) Interim Deputy Director General, China, and Mike Stephens, MPI Special Advisory Industry Growth.

Minister for Rural Communities and Associate Minister of Agriculture Mark Patterson also met with representatives from Saibosi, Yangxin Ruixin and Anmao to go through a display of their products.

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Meanwhile, Wools of New Zealand was represented by the head of the China market Gloria Qi and national wool sales manager Mark Greenlaw.

John McWhirter says with 1.4 billion people and steadily rising incomes, there are significant opportunities in the Chinese market to grow sales of New Zealand wool products, with Wools NZ currently working with manufacturers to expand demand for wool rugs.

“New Zealand strong wool is highly regarded because it is whiter and brighter, of consistent high quality and has a finer micron than wools from other countries, providing more scope for use of colour and a luxurious, comfortable feel for flooring.

“They [rugs] are going into homes that have not traditionally had the product, connecting the natural wool product back to the New Zealand story and back to the farm. That is increasing demand.”

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