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 : May 2010
May 2010 BEYOND THE BALE SELLING MORE WOOL FAST FACTS l AWI is marketing wool as the ideal choice for home textiles, such as bedding, upholstery and carpets, due to its natural properties and perfect mix of strength and softness. l The interior sector supports the proportion of the clip that is broader micron and crossbred wool. 11 Working alongside bedding and carpet manufacturing partners, AWI is marketing the merits of wool as part of a healthy home. At the world's largest home textile trade fair, 'Heimtextil', held in January in Germany, AWI created a 'wool arena' under the Woolmark banner, where Woolmark licensees exhibited their products and the natural benefits of sleeping, walking and sitting on wool. The latest in wool blankets, underlays and doonas, as well as new felted products such as cushions and bags, were showcased to more than 70,000 retail buyers and wholesalers from all over the world. The ability to machine wash many of these products is a major point of interest to a significant number of European retail buyers. Exhibiting at Heimtextil, Australian bedding manufacturer Jaspa Herington's managing director Barry Young said educating retailers and wholesalers about wool's naturally superior temperature and moisture control, anti-allergenic and antibacterial properties was very worthwhile. "European and US bedding markets are like the Australian market some 20 years ago, when wool had very little market share, but I now see that changing with education," Mr Young said. "Once retailers see and feel the benefits of wool they don't look back. Wool now Sleeping, walking and sitting on wool Properties of wool home textile products “No worries, Rover. It’s wool!” makes up about 50 per cent of the bedding market here in Australia because people know it outlasts and outperforms the competition." Belgian bedding wool specialist DBCwool's director Dominique Blandiaux agreed. "Wool was in the air at Heimtextil," Ms Blandiaux said. "We were pleased to work with Woolmark and have received an increased level of enquiry from quilt producers wanting to know more about wool as a result." Increased interest in wool was also a theme from the Domotex floor-covering expo, also held in Germany. There Woolmark met with more than 20 licensees from the Indian subcontinent, Belgium and the Netherlands to discuss further marketing and education opportunities. More information: www.wool.com/interiors Practical Wool's natural protective outer layer resists dirt and prevents stains from being absorbed, making wool bedding, upholstery and carpets easy to maintain and clean. Woolmark bedding labelled as machine washable and tumble dry can be safely washed at home on the 40°C gentle action cycle. Comfortable Wool's microscopic pockets of air and natural vapour-management system provide a more comfortable and consistent body temperature throughout the night. Wool carpets provide a reliable and even under- foot temperature all year-round, and its natural noise-absorbing fibres help to reduce the stressful hum of everyday living. Safe Wool naturally inhibits bacteria and resists dust, creating a healthier, hypoallergenic atmosphere in which to live and sleep. The unique composition and structure of wool also makes it static and flame- resistant, and when a family member takes a tumble, a wool carpet's cushioning will help prevent a fall- related injury. Durable Soft and luxurious to touch, wool bedding and upholstery are long-lasting and resilient, unsurpassed in flexible strength. A wool carpet is hard-wearing and resilient against day-to-day traffic; it retains its pile shape and height and recovers fast from furniture compression marks. The propensity of wool to resist dirt, stains and odours means this carpet can be easily cleaned, and Rover will still get his dinner tonight.