02262015 RugNews Exclusive: U.S. Rug Companies Join Global Campaign for Wool

LAS VEGAS/BRADFORD, ENGLAND - Eight U.S. rug and carpet companies have partnered with the multi-national Campaign for Wool (CFW), including Nourison, Masland, Delos, Savnik & Co., Godfrey Hirst USA, J. Mish, Hibernia Woolen Mills and Bloomsburg Carpet. They are participating in CFW's new social media, marketing and educational outreach programs for 2015, announced last month at The International Surface Event (TISE). 

The American brands, all of whom have already signed up for the organization's OneWool virtual gallery [www.onewool.com], are in the company of over 70 upscale international upholstery, bedding, home accent and floor covering brands from 14 countries which CFW has brought together to help retailers and consumers locate wool products easily anywhere in the world. 

"OneWool is a great opportunity for the wool textile industry as it provides a major destination for wool consumers, designers, and editors to source interior textiles of all types," explained Bridgette Kelly, interior textiles director of the Campaign for Wool.  "Any brand [or company] can nominate a wool interior product for the Gallery - the process is very simple but quality imagery is important," she said.

Nourison president Alex Peykar was an early adopter of Campaign for Wool, which is funded by various wool grower associations worldwide including Campaign for Wool New Zealand Trust and the British Wool Marketing Board. "We've been a partner with OneWool for four years now, and we're also proud to partner with Wools of New Zealand. Today over 85% of our product line is manufactured with New Zealand wool, which we have been using for over 20 years," Peykar said. Nourison identifies all rugs made with this branded wool on its website and is represented on the OneWool gallery with its hand-knotted Dune collection.

Masland Rugs & Carpets joined CFW to support British Wool, according to Dan Phelan, vice president of marketing and northeast regional vice president for The Dixie Group, Masland's parent company. "Our goal is to be the largest user of British wool in the U.S., and we've already reached it. We've been with British Wool's Campaign for Wool from the get-go. We are in the wool business, so of course we want to participate in marketing programs with our suppliers," Phelan said. 

He explains that the characteristics of British wool give Masland designers the opportunity to create wool broadloom that retails at an opening price point in the $30-per-yard range. Six collections in natural wool colors fall into this category, providing a conduit for entry level consumers to wool's quality, durability and sustainability benefits.  Masland and sister company Fabrica also offer a comprehensive selection of rugs and carpets using Wools of New Zealand.

The "Green" Sheep

Last year at Surfaces, the Campaign for Wool (whose patron is his Royal Highness the Price of Wales) launched the Green Sheep logo. It was developed exclusively for the U.S. market to communicate the sustainable attributes of wool and to gain textile industry and retailer support here.  "It's a beautiful logo," said Kathy Savnik of Oakland, CA-based boutique rug producer Savnik & Company.  The scrolled green sheep logo [which was designed by Vogue for CFW] "illustrates the pure, natural and honest qualities of the wool," said Savnik whose company uses New Zealand wool exclusively.  

At the recent Surfaces show, a new "Stronger, Smarter, Safer" theme incorporating the Green Sheep brand was announced. CFW's Kelly showed a fire safety video that demonstrates the flame retardant assets of the fiber. Filmed at the Prince's London residence, the tests-conducted by the London Fire Brigade-showed that real wool does not easily ignite and will self-extinguish because of its high nitrogen and water content.

The fire retardant and insulating properties of wool are so important to Delos Rugs' owners Ivan and Leah Phillips they've just launched a new company specializing in wool insulation for residential and commercial use. Called Paragon Wool Products, the company is a partnership between the Phillips and Stephen Fookes, former chief executive officer of the New Zealand Wool Testing Authority, and board member of Campaign for Wool Global.

"Delos Rugs was the first participant in Campaign for Wool and OneWool because of our association with Stephen," said co-president Leah Phillips. "We like it because it's a purist organization about furthering education about wool and its attributes."

No Financial Requirements for Membership

"Wool has so many impressive assets but we believe the 'Stronger, Smarter, Safer' theme encapsulates them all. We have developed a very solid message and a strong promotional offering for the retail and design community, which costs them nothing, supports their business and helps them promote their real wool products effectively," Kelly said. 

"The Campaign for Wool's promotional activities support companies who use a qualifying percentage of wool in their interior textiles. Any brand or company applying to be included in OneWool will also be invited to become a partner in the Campaign for Wool, which initially involves an application via the website. No financial contribution is required," Kelly added.

Imported Rugs Qualify with Minimum 80% Wool

There is a screening process to ensure that associated partners are manufacturing or marketing real wool carpets and rugs; in the USA this is set at 100% optimum and 80% minimum wool content. Rugs and carpets imported from Europe, the Middle East or Asia by American-based rug companies also qualify for OneWool, as long as they meet the fiber guidelines. 

Social Media & Education

The Campaign for Wool is using social media to spread the word. According to Kelly, the campaign now has 15,000 followers on Twitter, up 7,000 in 2014. Facebook followers grew 12,000 in 2014 to over 38,000, and Instagram is becoming an important part of its social media strategy. 

A Continuing Education Program (CEU) titled "Understanding Wool Fiber," and a new fiber-fact Wool iBook were also introduced at Surfaces 2015. Available to registered retailers to use in-store on their phones and tablets, the Wool iBook will shortly be available for download at www.campaignforwool.com. It is best stored in the iBooks or Kindle app, both of which are available free on apple or android systems. 

Wool may be a niche category, representing less than 2% of the overall fiber market. However, it offers rug dealers an excellent profit margin. "Wool is a great investment," Kelly concluded. 

02.26.15