British and New Zealand wool industries unveil Laneve™ new sustainable carpet.
Wools of New Zealand officially launched Laneve™, its new fibre
integrity brand, to the United Kingdom carpet market at a recent event
in New Zealand House, London.
Home to the New Zealand High
Commission, the Penthouse Suite at New Zealand House now features the
very first installation of a Laneve™ carpet, the result of a partnership
between the New Zealand and European wool industries to create
sustainable and beautiful carpets.
Carpets created under the
Laneve™ brand are guaranteed to contain 100% traceable wool grown only
in New Zealand and the United Kingdom. No man-made fibre is allowed in
order to ensure the pile is fully biodegradable. Laneve™ provides the
assurance that consumers’ social and environmental concerns have been
addressed at every stage of production, with independent verification of
sustainability credentials.
New Zealand has the ideal climate
for growing wool allowing exceptionally productive and healthy sheep to
thrive. Strict codes of conduct governing land management and animal
husbandry are enforced by an Act of Parliament. By combining optimum
animal-friendly practices with the latest agricultural and production
techniques, Laneve™ wool uses only 1/8th of the energy needed to produce
nylon fibre.
The Laneve™ carpet at New Zealand House is a 100%
wool axminster carpet manufactured by Brintons who have a tradition of
superior quality stretching back to 1783. Benefiting from full
traceability of the fibre, the New Zealand wool component originates
from identifiable farms in New Zealand, while the British wool element
is traceable through the British Wool Marketing Board’s Quality
Assurance Programme, from the Bradford wool auction to Danspin in
Denmark and the weaving plant in Kidderminster.
In another
first, Wools of New Zealand is capitalising on the rapidly increasing
use of information technology by targeting the consumer through the
launch of an interactive touch-screen service to be used as a sales tool
in carpet showrooms. The Wool Benefits System is designed to guide the
consumer not only through the key benefits of New Zealand wool, but by
inputting a unique reference number found on the carpet label, the
consumer is also able to track the farm-to-floor lifecycle of their
Laneve™ branded carpet. This addresses the growing consumer demand for
products that are both ethical and stylish. The system also educates
retail staff about the value and quality of wool carpets, influencing
consumers’ buying decisions. Wools of New Zealand is currently working
with the retail sector on the installation of the system at selected
retail stores later this year.
To
further illustrate the Laneve™ traceability system during the launch, a
Ryalux product was displayed that could be traced to the Italian yarn
spinner Martinelli and the New Zealand farms that were involved in the
wool production.
David Hammond, European Market Manager at Wools of New Zealand, explains: “We
have demonstrated what can happen when like-minded European and New
Zealand companies collaborate to create wool products that deliver real
value to the consumer. Wools of New Zealand are focused on providing
the market with ethically-sourced wool of the highest possible quality
and value. We know that by creating a clear line-of-sight between the
consumer and the grower we can deliver great products with benefits to
the consumer and the environment. Through Laneve™, we are committed to
adding value to the experience of owning a wool carpet. A transparent,
value for money supply chain producing sustainable, stylish and quality
carpets is sure to be appealing to the discerning consumer.”
Several British and Continental partners have joined the Laneve™
programme. Laneve™ wool is now coming through the pipeline for products
that will be launched later in 2010, with a number of UK retail and
carpet buying groups having pledged support for Laneve™.
For further information please contact:
David Hammond
European Market Manager
Wools of New Zealand
Centre of Wool Excellence
29 Little Lane
Ilkley, West Yorkshire
LS29 8HX
UK
Tel: +44 1943 603888
Email: info@woolsnz.co.uk
Web: www.woolsnz.com