HOW TO USE THIS ONLINE MAGAZINE
by clicking the arrows at the side of the page.
by clicking anywhere on the page. A slider will appear, allowing you to adjust your zoom level.
and move the page around when zoomed in by dragging the page.
and return to the original size by clicking on the page again.
by entering text in the search field and click on "In This Issue" or "All Issues" to search the current issue or the archive of back issues
a PDF of this magazine.
by clicking on thumbnails to select pages, and then press the print button.
a page via email, Facebook, Twitter and more.
TO VIEW PREVIOUS EDITIONS
, click the
button at the bottom of the screen.
Beyond the Bale : March 2016
26 OFF FARM Can we make wool carpets sexy and fashionable again? That’s the question posed by David Mitchell, Residential Wool Product Manager and his team at Godfrey Hirst, Australia's favourite manufacturer and exporter of residential and commercial carpets. Having been in the business for more than 140 years, Godfrey Hirst knows a thing or two about carpet. “We follow international and local trends very closely,” David says. “These trends may not come as quickly as those in the fashion industry, but it means they don't leave us as quickly either.” Whilst Australian wool is widely heralded for its soft, next-to-skin luxury in premium apparel, the broader micron woolgrowers ensure the market for wool in interior textiles continues to grow. With a significant number of Hycraft and Feltex Classic outlets across Australia, these two Godfrey Hirst flagship brands are ensuring wool’s inherent benefits are known and understood by Australian consumers. “Wool has many wonderful benefits when used in home products such as carpets,” David says. “Aside from being a completely natural fibre, wool carpets also have acoustic benefits, are fire retardant and stain resistant, which is particularly good for families with young children. “If wool wasn’t as good as it was, it would not have been around for so long. There is nothing more natural than the wool fibre.” Godfrey Hirst is also one of the oldest Woolmark Interiors licensees, gaining certification in 1968. A mark of quality assurance, consumers know that products stamped with the Woolmark logo are made from high-quality pure new wool. “We have had a long-standing relationship with The Woolmark Company and it’s a relationship which we value highly. We believe the Woolmark logo has got very high consumer appeal and that’s why we are so keen to put the logo on all residential and commercial products. WOOL CARPET THE NATURAL CHOICE FOR GODFREY HIRST The strength of the Woolmark logo and the inherent benefits of wool give leading Australian carpet brand and Woolmark licensee Godfrey Hirst the edge when customers are looking to replace the carpet in their home. Woolmark certified wool carpets from Hycraft: Odyssey 780 Stella (bedroom) Pegasus 690 Perseus (lounge) and Odyssey 690 Trojan (dining room). “Basically, all things being equal, if we sell products with the Woolmark logo it’s going to outsell the competition – and consumers recognise this.” Just as trends are important in the fashion apparel industry, they also hold weight in the home textiles market. International trade shows enable brands like Godfrey Hirst to showcase – and sometimes introduce – the latest in wool products to international markets. Similarly, they are also the best place to see how other key markets are working with the fibre. “Current design trends seem to be referencing those from the 1960s and ’70s with rustic, chunky weaves and big bold patterns back in fashion. Wool also gives us our best textures in carpets, for example chunky loops can only be produced by wool. Right now we are seeing lots of greys and charcoals and we are also excited to launch some re-coloured products in line with international trends.” MORE INFORMATION www.godfreyhirst.com
In the Shops - March 2016