Wools of New Zealand is a premium brand, which identifies products that meet stringent quality standards and fibre content requirements. Companion brand Laneve™ represents the ultimate in integrity of a natural fibre. Customers buy Laneve™ in the knowledge the fibre has been produced sustainably and can be traced back to its farm of origin. Glacial™ is a specialised scouring process, which results in brighter, whiter, cleaner wool for producing the most fashionable colours.
Wools of New Zealand has recently refined its focus from being a generic promoter of New Zealand strong wool, to being a targeted sales and marketing entity, with commercial drivers. Wools of New Zealand has strong commercial relationships with its global customers. These customers are increasingly requesting a direct relationship with wool growers and seeking price stability. They want a consistent, quality product with integrity and traceability.
Research and design capability
The Centre of Wool Excellence at Ilkley (United Kingdom) is a carpet innovation facility owned by Wools of New Zealand. It provides customers with a unique product development, design, colouring, sampling and marketing service – and works with customers to ensure the Wools of New Zealand proposition makes it through to the shop floor. The service influences the way wool is taken from farm to market, by establishing relationships and value chains.