Through attracting partners to exhibit, Wools of New Zealand has now become a significant presence at the Domotex show, held in Hanover, Germany every January, a four-day event visited by 40,000 industry professionals.
In a tough global textiles market, companies are increasingly looking to align with quality brands exhibiting at the Wools of New Zealand Wool Centre to add value to their products and are showing increasing interest in the Wools of New Zealand and Laneve brands.
"We now have real traction in the European market and a number of manufacturers and retail chains wanting to be part of our brand programmes", says David Hammond, Wools of New Zealand's market manager for Europe and North America.
"Yarn spinners and carpet manufacturers are looking for long-term contracts with growers to secure the best wool and to have stable prices."
There were 93 new Laneve products showcased at which and hundreds of Wools of New Zealand branded carpets and rugs.
First time exhibitors within the Wool Centre, Brontë Carpets (a family owned UK company) used the event to profile its New Zealand wool luxury carpets to European buyers.
"We've had significant interest for our products, particularly from Italy. The association with Wools of New Zealand has certainly generated leads into new markets and we are confident of meaningful sales resulting from this interest", says Andrew Broughton, sales director of Brontë Carpets.
New marketing agreements were negotiated at the show including with UK buying group, Metro, agreeing to promote LaneveTM to its 200 retail outlets. Additionally, Wools of New Zealand has been invited to contribute regular features about the benefits of wool to major trade publications which reach retailers and manufacturers across Europe.
Wools of New Zealand plan to further strengthen wools' presence at Domotex through closer collaboration with other like-minded wool organisations. "We are all stronger together" says Mark Shadbolt, director of Wools of New Zealand. Following fruitful discussions at Domotex with the International Wool Textile Organisation, The Campaign for Wool and the British Wool Marketing Board, invitations have been extended to all to be part of the Wools of New Zealand Wool Centre in 2013.
"Wools of New Zealand are in a strong position to lift the value and profile of our wool", says Shadbolt. "The Wools of New Zealand team are out there with their sleeves rolled up creating opportunities and connecting growers with the market. This is happening now so I urge farmers and the industry to strongly support Wools of New Zealand."
