The Stocklists - Wool Week 2010

54 FlooringNewsOctober 2010

The festival of natural fibre has arrived - and with 70% of wool in theUK used for flooring, that means a carpet campaign like no other. Wool Week runs from October 11 to 17.Prince Charles is the cheerleader and Saville Row in central London will be grassed over and grazed with sheepto get wool noticed. Brintons have woven a wool carpet in front of the world’s press that will be auctioned atSothebys to raise money to boost the campaign (see opposite).

“The Prince wants this to make a real difference and for our industry to take advantage of a major promotion,”Bridgette Kelly told Harrogate visitors to a Wool Week seminar at the show last month.

Retailers are encouraged to major in wool during October and to create special displays using the campaign’sdistinctive point-of-sale material. Wool features across the home interest and fashion press should also boostconsumer awareness.

The campaign was announced by the Prince in January this year as a response to the pressure on wool growersof falling prices and the rise of synthetic fibre. He said the campaign should “set out the impact of the seeminglytrivial decision to buy a wool carpet or its man-made equivalent.”

He said: “The sad truth is that around the world, farmers are leaving sheep production because the price they getfor their wool is below the costs of actually shearing it.

“Sheep farmers are the lifeblood of the rural economy. The idea [of the Wool Campaign] is to explain thebenefits of wool in a simple and creative way.”

Apart from extensive media coverage, consumers will see wool window displays in major retail groups such asM&S, Debenhams, House of Fraser and Selfridges. High Street flooring outlets are being asked to follow suit sothat they can benefit from this extra awareness.

In addition to in-store banners featuring the distinctive ‘Campaign For Wool’ branding, there are also swing ticketswith the slogan: “All we are saying, is give fleece a chance!”

Wool Week Gallery 2010

Rock 'n' Roll – Alternative Flooring Rock 'n' Roll is an award-winning collection of 100% woolstripes in ten vibrant colour combinations designed byrenowned interior stylist Melinda Ashton-Turner exclusively forAlternative Flooring. The innovative and exciting collectionbrings colour and pattern into any room. There are now fivenew colours for the stripes with great names such as PurpleRain, Tainted Love and London Calling. The stripes have beenteamed with specially coloured linear Wool Cord plains. Rock'n' Roll is 4m wide and Wool Cord available in 5m widths.

T 01264 335111 www.alternativeflooring.com

Romanesque from Bond Worth Romanesque from Bond Worth features a delicate interwovenscroll, leaf and acanthus design set against a gentle Berberground. Warm reds and rusts accent a graduated apple green.Manufactured with 80% new British wool/20% nylon thedesign is also available in two colour ways; plum red and blue.

This range along with our classic axminster portfolio isavailable to view online.

T 01562 745000 www.bondworth.co.uk

The Campaign for Wool - a showcase of quality

55fromThe Stocklists October 2010


Bakerloo (Tube Collection) - Edel TelenzoBakerloo is the latest addition to the best selling TubeCollection from Edel Telenzo Carpets. It’s a hardwearing100% wool 1/8th gauge loop pile, available in 4 and 5mwidth, with an Actionbac backing. Scotchgarded, anti-staticand anti-flam, it’s suitable for heavy domestic and heavycontract applications. Available in three colourways –naturals, with a plum (shown) or mulberry stripe.

T 01422 374417 www.edeltelenzocarpets.co.uk

Natural Choice from Ulster Made from 100% natural undyed wool Ulster’s latestcollection Natural Choice comprises a variety of textureddesigns inspired by nature that are complimented with arange of plains. All the wools used in the manufacture ofan Ulster carpet are carefully sourced from anenvironmental point of view and are grown predominantlyin the United Kingdom and New Zealand.

T 02838 334433 www.ulstercarpets.com

Weaving a classic for campaign

Brintons believes superior quality is best achieved by marrying the finestwools with the latest weaving technologies.

As one of the largest users of British wool, Brintons is supporting theCampaign for Wool and one example is an auction at Harvey Nichols inLondon which aims to keep wool high on the consumer agenda bydonating all proceeds to the Campaign for Wool.

Brintons carpets and iconic Scottish design house Timorous Beastieshave pooled their extensive design skills to launch a brand-new customcarpet collection.

Brintons has donated a bespoke 12ft axminster room square woven inits Kidderminster factory to the Campaign for Wool for the auctionduring Wool Week. The room square is inspired by the Tree of Lifedesign, a contemporary take on a Timorous Beasties classic.

This exquisitely drawn and beautifully detailed leaf and branch forms animage that is both classic and modern and contemporises a whole newlook for the interior space.

ASK ABOUT CAMPAIGN POSMany manufacturers are supporting the Campaign ForWool with Point-of-Sale displays so ask your rep or salescontact if they have material for you.

And you can email British Wool for a POS pack which includes a triangle stand, leaflets, a showcard and poster:

[email protected]



Abingdon’s Wilton RoyalWilton Royal is a wool brand rich in heritage and famousfor quality. The newly re-launched Charter Supreme Goldis a 60 oz product that encapsulates all that is best in aheavyweight British made wool twist. The 15 strongcolour bank is a combination of natural berbers and softheathers that would be fit to grace any room in the land.

T 01274 655662 www.abingdonflooring.co.uk

Cashmere Berber - Associated WeaversThe Cashmere Berber range is a classic 80/20 with anextra twist - the British Wool content has 15%cashmere yarn woven in to create a silky softness tothe touch. The 50oz carpet is available in 9 colours andthree widths – 2.5, 4 and 5 metres – and benefits froma 10-year wear guarantee.

T 01422 431100 www.associatedweavers.net

Mondrian from Axminster’s Princetown CollectionA range of stunning contemporary carpets, thePrincetown collection is beautifully woven from 100%pure new wool. Featuring as delightful berber fleck thePrincetown collection balances contemporary structuredinfluences with the soft edge of natural tonal variations.Available in three colours Mondrian is also joined byPicasso and Matisse as well as existing designs in Gem,Moorland Crest and Natural Plaid. All carpets come in 3’,12’ and 15’ widths. T 01297 630650 www.axminstercarpets.co.uk

Vitronic from Kingsmead The name Vitronic, the origins of which are a bit obscure, has become synonymous over the years withvalue for money, reliable quality and an outstandingcollection of colours. Manufactured in Great Britainutilising British wool both New Vitronic and VitronicTraditions are favourites with independent retailers and national housebuilders.

T 01827 831427 www.kingsmeadcarpets.co.uk


The Wool Collection of Regency CarpetsRegency launched their wool collection at the beginningof 2010 and enjoyed an enthusiatic response from thetrade for the affordable quality of their 80/20 twists.

Broughton Twist and its berber sister range Carletonare UK made with British wool and available in 40 and50 oz weights and 4 and 5 metre widths.

T 01772 696787 www.furlongflooring.co.uk

RHS Classic Florals from BrintonsBrintons and The Royal Horticultural Society (RHS)announce the launch of the new ‘RHS Classic Florals’collection inspired by the botanical artworks from theRHS Lindley Library, which holds over 23,000 originals.The Brintons design team have created six exquisitecarpets which capture the essence of nature at its mostcharming. New designs include sweat pea amethyst,poppy dusk, allium celadon and chrysanthemum crimson.

T 0800 505055 www.brintons.net

Wooltouch from the Ultimo collection by Lano With the luxurious feel of velvet and made from 100%pure New Zealand wool, Wooltouch brings a touch ofclass to the home. Available in 12 natural tones with aneutral edge to ensure widespread appeal, the carpetpossesses a 1,890gm/m2 pile weight for the ultimate inluxurious underfoot comfort. As part of the Ultimocollection, Wooltouch comes in both 4 and 5-metre widths.T 00800 5266 5266 www.lano.com

Town & Country by Cormar Celebrating Wool Week is Cormar Carpet’s re-launched60oz flagship wool twist collection, Town & Country(pictured in colour London Stone). Made from 80% Britishwool, 10% nylon and 10% tuftbond, it is a top of the range1/10th gauge heavy weight twist, retailing at circa £32 persq m. Available in 20 plain and heather shades and 4 and5m widths, it offers great value-for-money and is normallydelivered by Cormar within 2 – 3 days from order.

T 01204 881234 www.cormarcarpets.co.uk


Leading retailersset to celebrate Wool WeekThe largest ever retailer event to celebrate wool will happen this month (11-17th)with wool products hitting the high street in a major way. But already, leadingretailers are feeling the impact of the Campaign for Wool and wool promotionfollowing the support of some of the UK’s most widely read consumer magazines.

London Fashion Week, held in September is often a telling indicator of futuretrends for interiors and there has been a noticeable increase on wool on thecatwalks and fashion editors have been positioning it strongly. Harold Tilman of theBritish Fashion Council said: “The emphasis on eco and sustainability is penetratingfashion and wool has all the right credentials being both natural and luxurious.”

“It is well known that fashion clearly influences interiors and whilst many retailersmay not be feeling the impact yet, it is likely to filter in to the carpet stores in thecoming months but we really hope that retailers get on-board now and takeadvantage of all this opportunity.”

All the major carpet manufacturers, the Carpet Foundation and SMG buying groupare supporting it. Retailers who want to know more about the Campaign forWool or want a pack of POS for their store, should [email protected]

Natural shades are still attracting a huge amount of attention due tothe growing interest in environmental matters. Certainly, manycarpet manufacturers are looking at ways to address this but there isprobably no better example than Natural Choice by Ulster Carpetswhich showcases how clever spinning, blending and stunning designcan combine to produce something truly amazing without using dyes.

Made from 100%,natural undyedwool, the NaturalChoice collectioncomprises a varietyof textured designsinspired by naturewhich can bematched by a rangeof plain carpets. The yarn ismanufactured inUlster’s ownspinning mill inDewsbury, WestYorkshire.

The Ulster Designteam used a varietyof shades fromBritish breeds and

other wools to create this beautiful collection, which shows theinnovative way that the many shades available in British Wool fromBritish sheep breeds can combine to offer a luxurious and stylishproduct for the home.

Composed from natural, renewable elements Natural Choice will becompletely recyclable and biodegradable at the end of its life cycleand therefore have a minimal effect on the environment.

Chenille in Natural Fawn from Natural Choiceby Ulster.

Support ‘Wool Week’ this October.

The British Wool column

Ulster Carpets offersNatural Choice

British Wool has introduced a new logothis September at the Harrogate FlooringShow to highlight 100% British Wool inproducts and as a partner to their existingShepherd’s Crook mark.

The Platinum logo will be available tomanufacturers that are buying 100% BritishWool through the British Wool Marketing

Board’s (BWMB) Platinum Certificate, which traces the wool from thewool auction through the processing chain and is signed off at eachstage as 100% British Wool. British Wool bought under this schemequalifies for the BWMB’s environmental Life Cycle Analysis (LCA)accreditation IS0 14040.

Ian Hartley, CEO of the British Wool Marketing Board said: “We have agrowing number of manufacturers that want to produce 100% BritishWool products and make use of the environmental information anddata within our LCA. The trend for both British origin wool and eco-credibility is very strong and we wanted to offer them a visiblemarketing statement to support their products in store.

“The new Platinum logo is simply an extension of our existingcertification system that has been there for many years for the trade.We believe that many manufacturers now see this certification routeas offering real marketing opportunity at consumer level particularlynow that there is a growing emphasis on Green issues.”

The new logo which will be available as a carpet label and a swingticket will also be accompanied by a promotional leaflet which willdefine the 100% British Wool story for retailers and consumers.

Further information is available from the British Wool marketing teamon 01274 688666 or [email protected]

British Wool go100% Platinumwith new logo

The new Platinum logointroduced by British Wool.


FLOR by Heuga - Country ContemporaryShown is a rug design of FLOR by Heuga's luxuriousCountry Contemporary deep cut pile wool range, incolours Sea Salt, Black Pepper, and Juniper Blue. CountryContemporary is made of 80% New Zealand wool, 12%polyester, and 8% polyamide. Available in 8 on-trendcontemporary colours, in tiles sized 50 x 50 cm.

T 00800 4384 2266 www.florbyheuga.com

Cavalier’s ‘heart of wool’ Wool is at the very heart of what we do at CavalierCarpets - it's the one common denominator at thecore of the Cavalier product range. For us every weekis wool week because nothing can rival wool both interms of performance and aesthetics. Typical of our commitment to wool is our latestaddition, the stunning ‘Woodland Heathers’ which givesa more sophisticated feel to that ‘Cottage’ look.T 01254 268 000 www.cavaliercarpets.co.uk

V&A Twist Collection by RyaluxThe V&A Twist Collection from Ryalux offers asumptuous, elegant palette of 70 colours, inspired by the Victoria and Albert Museum’s magnificent jewellery collection.

Available in any width up to 5 metres in two superbqualities and made from the finest New Zealand wools.

T 0845 6528811 www.ryalux.com

Carnaby by BrockwayThe dazzling Carnaby from Brockway Carpets' newDesigner Collection encapsulates all that’s best aboutBritain. Carnaby is an eye-catching, one-off loop pilecarpet in red, white and blue with an interesting red/bluestipple feature stripe. In luxurious 100% new wool, it'savailable in a 4 metre width. Visit www.brockway.co.uk tosee Carnaby and eight other stunning new ranges thatmake up the Designer Collection.

T 01562 828200 www.brockway.co.uk


61fromThe Stocklists October 2010

The Wool Benefits Series from Wools of New Zealand

Natural PartnershipsNatural Beauty, a key benefit of New Zealand wool, underlines why the natural whiteness of thewool makes it the natural choice for dyeing all shades in the colour spectrum, perfect for themost stylish and fashionable interiors.

It is for this reason that Kingsmead Carpets specifiedNew Zealand wool to produce its new ‘Artwork’ collection, tobe launched in January 2011.

The Artwork Collection not only epitomises the superiorproperties of New Zealand wool through its range of beautifulcolours, but it offers consumers a new and creative decoratingmedium.

For the best in contemporary floor décor, ‘Artwork’ offers20 plain shades influenced by fashion colour trends and5 co-ordinating ‘Artwork Stripes’ inspired by shirting fabrics.Available in two hard-wearing qualities, 45oz and 60oz, the

range satisfies alltastes from theconservative to themodernist. The plaincolours are availablein 4m and 5m widthsand for versatility thestripes are availablein an additional 1mwidth to augmentstyling options forhallways and stairs.

Joanna Ramsden, Colourist and Creative Manager at Wools ofNew Zealand, adds: “With the growing interest and availablechoices in interior décor, it has never been easier to use and livewith colour. Colour is back – it is the most powerful element indecoration and plays a significant and subconscious role in ourlives. It affects our senses and can alter our home by enhancingthe mood and improving the quality of life within.

Viewing the floor as a blank canvas is a great way to injectindividual creativity into the home. Carpets can make as muchof an impact as any other decorating medium – not onlyembellishing a room but also making a focal statement.

Being instinctive and following your individual preferences is keyto making a house a home. Paint, wallcoverings and furnishingshave been influential for interiors for some time. Floorcoveringscan now play their part.

‘Artwork’ is a prime example of how to transform floor spaceusing a mix & match styling concept. The collection endorses allthe natural benefits inherent in New Zealand Wool – Beauty,Health, Comfort and Integrity.

Additional reasons for buying a Wools of New Zealandcarpet include non-allergenic, soil repellent, fire resistantand insulating properties, as well as the renewable andsustainable attributes.

The twist pile collection made from 80% wool, 10% nylon and10% Kingloc polyester will be the first under the refreshedWools of New Zealand brand logo.

All branded carpets are independentlytested to meet the stringentperformance requirements associatedwith the Wools of New Zealand mark.This reassurance further enhances thedesirability of branded carpets.

For further information refer to www.woolsnz.comwww.kingsmeadcarpets.co.uk



Esprit by Penthouse CarpetsEsprit represents all that’s best about wool and was thestar of the Harrogate Flooring Show.

The carpet is 75% British Wool and comes in a full rangeof contemporary colours - 12 beautiful plains and 12heather colours.

Available in 4 and 5 metre widths.

T 01706 341231 www.penthousecarpets.co.uk

Saxony by Bronte Carpets100% wool Saxony is available from Bronte in 40 standardcolours but also any colour of your choice via theirspecial dye service. It’s also any width up to 12m with nojoins - or there is a made-to-plan service.

Bronte offers 17 qualities including four 80/20 twists anda hand-crafted border collection is also available. Thecompany have been established 28 years and pridethemselves on using only the finest quality 100% wool.

T 01282 862736 www.brontecarpets.co.uk

“All we are saying,is give fleece achance!”

Contemporary LifeContemporary Life are proud to be supporters of 'The Campaign for Wool'.

Using only wool or wool rich fibre in production, theycreate masterpiece products such as their Lyndhurst 90velour featured and remain committed to theenvironmental and aesthetic benefits that only wool fibrecan bring to the market.

T 01254 296829 www.contemporarylife.co.uk

The Stocklists - Wool Week 2010

Documents

Transcript of The Stocklists - Wool Week 2010