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Beyond the Bale : September November 2009
Godfrey Hirst Carpets is Australia's largest carpet manufacturer and has been a Woolmark licensee for more than 40 years. During that time the company has seen many changes in the wool industry, however the value of the Woolmark remains unchanged. Godfrey Hirst Carpets firmly believes that the Woolmark brand assists leading carpet retailers to promote and sell Hycraft -- a collection of versatile wool carpets for all seasons, available in contemporary colours and styles. Recent surveys have reinforced this claim, and consumer awareness of environmental issues has maintained a strong residential demand for quality wool carpets in Australia. "Our solid reputation can be attributed to a proud history of successfully combining innovation with tradition, and Interiors is a major plank of AWI's new Operating Plan with interior textile licensees representing about a quarter of the total Woolmark licensee base and income. This sector supports the proportion of the clip that is broader micron and crossbred wool. By showcasing new investment in refreshed and vibrant marketing, there is significant scope for strengthening current licensees and recruiting new licensees in this area. The successful product themes -- 'sleep', 'walk' and 'sit on wool' -- form the basis of rejuvenated marketing materials. The 'natural fibre' story is a key element of the Woolmark Interiors brand message. In association with Wools of New Zealand, AWI also produces colour trend information for interior textile licensees, with a focus on floor coverings. AWI continues to serve its interior textiles licensees by promoting the Woolmark brand at leading trade events for home textiles. AWI also provides technical training services, focusing on Woolmark product specifications and raw material selection. More information: www.wool.com/interiors skill in crafting products to the highest international standards," Hycraft Carpets business development manager David Mitchell says. "This world-class craftsmanship, combined with the credibility of the Woolmark brand, means we are recognised as one of the world's leading manufacturers of quality wool carpets. Consumers are increasingly looking for natural alternatives and we see wool as one of the best flooring solutions. "Godfrey Hirst Carpets has realised the potential in partnering with the Woolmark brand worldwide. As Australia's largest carpet exporter, we believe Hycraft can further complement its existing offerings in the US, Canada, Singapore and Hong Kong." AWI general manager for Australia Stuart McCullough says it is encouraging to see the Woolmark brand being used to full effect by Godfrey Hirst Carpets. "They have been loyal supporters of the Woolmark brand and the Australian wool manufacturing industry. In our longstanding relationship, we have been able to help them with R&D, promotion, market intelligence and with access to some of the world's major markets," Stuart says. More information: www.godfreyhirst.com, www.godfreyhirst.com/hycraft.html 10 SELLING MORE WOOL September -- November 2009 BEYOND THE BALE AWI is making sure that wool is the fibre of choice when choosing interior textiles. Woolmark interior textiles licensees KEY POINTS l Interiors is a major plank of AWI's new Operating Plan. l The interiors sector supports the proportion of the clip that is broader micron and crossbred wool. Carpet-maker rides on Woolmark loyalty
June August 2009