BUYERS FLOCK TO HOT NEW ECO-FRIENDLY WOOL SITE
The world’s first on-line wool products shop has been launched in Europe and New Zealand farmers are being invited to become suppliers.
www.thewoolroom.com has been launched by international wool exporter H Dawson, who had become alarmed at the lack of knowledge about wool’s superior qualities, compared to synthetics and the way this is being reflected in raw wool prices.
“Shoppers who don’t understand the difference between wool and synthetic products are opting for cheaper synthetics,” H Dawson’s New Zealand managing director Keith Cowan said.
“As a result traditional retail shops have been destocking wool products. This is generating a lack of demand and being reflected in prices paid to New Zealand farmers. We want to turn that round.
Mr Cowan said www.thewoolroom.com has been designed for shoppers as an easy way to buy a huge range of wool products. But it is also a vehicle for farmers to identify a product that they can supply and link directly with manufacturers.
This week H Dawson is running presentations to woolgrowers in Nelson and Marlborough and giving them an option of signing up as suppliers.
Jo Dawson, owner and chief executive of United Kingdom-based H Dawson said the only way the industry would grow and thrive is by involving farmers directly in the supply chain and increasing prices they get for their wool.
“But equally we’ve got to re-educate an entire generation of shoppers that wool products are renewable and entirely eco-friendly, compared to synthetics that are made from non-renewable petroleum oil.
The product sourcing manager, UK-based Liz Harper, buys high-end wool products from all over the world that are chosen on their design and manufacturing quality.
“If a new product does not pass the tests, then we will not sell it. We have chosen a whole variety of products; from bedding to cushions, from lampshades to baby blankets, from handbags to room dividers, Ms Harper said.
“They are made from wool from all over the world - from New Zealand to South America to Europe, for example. There are so many wonderful wool products, we often promote a number of competitive alternatives and just let the consumers choose."
The education of consumers into the unique benefits of wool may even be the best feature of www.thewoolroom.com. There is a specific educational site within the Woolroom called www.woolipedia.com to feed today’s “information hungry” customer.
This site is a living and breathing resource, which is the perfect forum for spreading wool’s message and is open to all members of the chain, particularly woolgrowers, to contribute to.
“It’s been great to communicate with consumers directly of the extraordinary benefits of wool products. In the past, many consumers had been evaluating wool products but had no idea why they should prefer them over synthetic products,” Mr Dawson said.
“They understood that wool came from a sheep, but they did not appreciate what extra benefits wool could bring them – moisture management, safety through flame resistance, warmth and so on…”
Keith Cowan is urging his clients to visit Woolipedia in www.thewoolroom.com and join the flock.
For further information contact Keith Cowan Tel 03 366 6917 or 021 222 7081. Released by Iain Morrison from Morrison McDougall Tel 021 688 668.