53from The Stocklists August 2011

54 FlooringNewsAugust 2011

Wool takes on a ‘modern’ theme for this year’s Wool Week – the showcase event of the UK Campaign for Wool.

A major exhibition of Wool, titled Wool Modern, takes place in London for much of the month of September atLa Galleria on Pall Mall, and sets the agenda for a promotional opportunity across the retail flooring sector.

UK retailers are being encouraged to create their own “gallery” of the best in wool carpets by featuring naturalfibre in window displays, point of sale and promotional campaigns during September.

“The whole UK industry has a lot to promote with some stunning stripes and florals on offer and many fabuloustwist products in some very current colours,” says Ian Hartley, CEO of the British Wool Marketing Board.

“This is very much a multi-faceted promotion and all levels of the wool industry from growing to processing tomaking and selling will stand to benefit,” he added,

Branding display items for retailers are available from the Campaign for Wool to give a coordinated feel to thisfocus on wool – contact marketing@britishwool.org.uk for more information.

The London La Galleria exhibition will showcase the best of design in wool in fashion, carpets and insulation, andaims to include work by many of the world’s top fashion designers, and carpets by some of the greatmanufacturers. It will include wools from around the world, and is intended to inspire and educate.

Many of the leading design and textile colleges have already booked to bring classes of students to WoolModern, which will, of course, also be open to the general public.

Wool celebrations during September also include London Fashion Week and Decorex, the leading interiors eventin Chelsea which runs from September 25 to 28 at the Royal Hospital. A stunning wool showcase was presentedat the Grand Designs Live London event in April this year with the word ‘wool’ carpeted in a 10m x 3m 3-dimensional display.

Wool Week Gallery 2011

Princetown - Picasso by Axminster Redefining contemporary pattern carpets, the 100% pure newwool Picasso features the signature Princetown berber fleckcombined with an oversized pindot motif making the carpetperfect for modern homes, balancing contemporary structuredinfluences with the soft edge of natural tonal variations. TheAxminster woven carpet is available in eight natural colourways,is rated suitable for Heavy Domestic Use and comes in 3', 12'and 15' widths. Picasso joins the Princetown collection alongwith two other new designs in Matisse and Mondrian.

T 01297 630650 www.axminstercarpets.co.uk

Castle Hedingham by Crown Floors Castle Hedingham is made from 80% British Wool for a wool-rich twist carpet with a beautiful berber fleck in a rangeof 12 stunning natural shades. Woolmark Blend Interiorscertified and with a 15 year wear guarantee, the carpet offersthe perfect blend of quality and value.

Available in both four and five-metre widths, CastleHedingham is perfect for living areas, bedrooms and hallwaysand stairs.

T 0800 0773301 www.crownfloors.co.uk

The Campaign for Wool - a showcase of quality

The Campaign for Wool is across-industry initiativeconvened by HRH The Princeof Wales in January 2010. ThePrince believes the natural,sustainable origin and highlytechnical structure of wool canoffer fashion, interiors and thebuilt environment manysuperior benefits.

WOOL WEEK Workshop - see page 58The key benefit points to trade consumers up to quality wool carpets

55from The Stocklists August 2011

The Campaign for Wool - a showcase of quality

Boulevard by Adam Carpets‘Boulevard’, a beautiful, wool rich, contemporary patternedcarpet, has an 80% wool/20% nylon construction, which gives itstrength and keeps it looking better for longer. It is available in 4 metre and 5 metre width, meaning less needfor seams on those wide rooms.

‘Boulevard’ is available in 14 colours and we mean colours.Whilst it offers the very popular naturals tones, it also has somevery vibrant shades to complement the ever growing demandfor more strong colours.

T 01562 829966 www.adamcarpets.com

Grange Wilton in Lowry by Ulster CarpetsGrange Wilton is a new luxuriously dense, high twist wovenwilton range from Ulster Carpets. Available in 24 colourwaysthis range is constructed from tightly woven 80% wool and 20%nylon, plain and heather yarns.

Available in 5m, 4m, 3m, 2m and 1m colour matching widths,colourways include warm mineral tones, greys, beiges, green and reds- all inspired by a timeless ‘heritage’ palette. Grange Wilton effortlesslycreates warmth and practical luxury in any interior scheme.

T 028 3833 4433 www.ulstercarpets.com

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:

marketing@britishwool.org.uk

56 FlooringNewsAugust 2011

The Campaign for Wool - a showcase of quality

Country Classic/2 from HeugaA traditional look and luxury feel, Country Classic/2 worksperfectly anywhere. Made from 100% natural wool with 63%from New Zealand for extra comfort and 37% from theHighlands of Scotland for greater durability.

This loop pile collection is available in 8 contemporary colours,in tiles sized 50 x 50cm. Complementary colours also availablein cut pile. Country Classic/2 is a climate neutral flooringcollection.

T 01675 433070 www.heuga.com

Oasis by LanoBeautifully crafted from 100% pure New Zealand wool, Oasisfeatures a three-ply yarn that provides exceptional durability andpinpoint definition. The carpet captures 12 brand new colours ina luxurious berber loop pile that enhances the naturalappearance of wool. Rated suitable for Medium Domestic Use,Oasis is part of Lano Carpets' stunning Ultimo collection ofhigh-end residential carpeting.

T 00800 5266 5266 www.lano.com

Lupo from Cavalier CarpetsMeet Lupo, a geometric design that gives that sophisticated‘Brussels Weave’ look and offers superb value for money.

Made using 100% 3 ply New Zealand Wool Yarn which givesthis carpet superb resilience and is available in 4m & 5mwidths and 6 natural colourways

T 01254 268000 www.cavaliercarpets.co.uk

Wool Week celebrated by Chelsea Harbour Design Centre last year.

57from The Stocklists August 2011

Chelsea from Edel TelenzoEdel Telenzo Carpets will once again be supporting Wool Weekand working with retailers to promote quality wool carpetssuch as Chelsea, which is currently working wonders for manycustomers. An elegant low level loop, made from 100% 3 plywool in eight irresistible, natural colours of the moment – sea salt, driftwood, ash, graphite, cream, sand, mud and cork –Chelsea is also fully Scotchgarded and accredited for beinginsect and rot proof; and light, wet and shampoo fast.

T 01422 374417 www.edeltelenzocarpets.co.uk

Pastimes - Red Jacobean from BondworthPastimes reflects a return to our creative design heritagecombined with the flexibility of patterned spool axminster. Not a carpet for the faint of heart but flooring with which tomake a statement!

Woven from 80% pure new wool and 20% Nylon, available in3.66 wide, sumptuous details, complimentary colours all displaythe very best of the carpet designers’ art.

T 01562 745 000 www.bondworth.co.uk

The Campaign for Wool - a showcase of quality

Sheep in the City – Exmoor Horns on Savile Row during Wool Week 2010

Dotty in Damson from Alternative FlooringQuirky is a new range of British-made wool runners andcarpets. An on-trend range packed with pattern and full ofcolour. The four designs, Dotty, Fling, Tess and Skinny arefashionable and graphic. Colours eccentric and elegant.

Quirky is made in the original way on looms in narrow widths,which is perfect for runners or can be seamed together forrugs and broadloom carpet.

Composition: 80% wool and 20% nylon. Width: 69cm wide.

T 01264 335111 www.alternativeflooring.com

58 FlooringNewsAugust 2011

The Wool Workshop - selling benefits

THE BEST CARPET WOOL

Wool carpets have a historic reputation for quality because as a fibre it is known towithstand pressure and have excellent appearance retention properties. The best woolfor carpet production is ‘strong’ wool and this is grown on sheep breeds found in Britainand New Zealand. Most carpets will contain both British Wool and New Zealand Woolbecause British Wool is more bulky and resilient and offers texture and unique heatheryshades to carpet, whilst New Zealand wool is softer and whiter and particularly goodfor plain, lighter shaded ranges. Combining the two within a blend for carpet yarn givesmanufacturers the perfect qualities for carpet.

100% wool or 80/20 – 80/10/10 wool richWool has yet to be matched by any man-made fibre; it has superior strength and doesnot need other fibres to improve its performance. However manufacturers choose touse synthetic fibres within the yarn blend for a number of reasons. These include fibreflexibility, dyeing, heat setting, stain resistance, durability and cost. These wool richcompositions offer industry standard carpets which will perform well in the home.

SAFE

EASY-CARE

DURABLE

COMFORT

PRACTICALStrong and Resilient – Wool carpet will provide superior performance over many years as it can offerunique resilience and long lasting durability. The natural crimp of wool offers valuable ‘bounce-back’ so thatpile compression is resisted and the effects of tracking and shading are reduced – maintaining goodappearance over many years.

Easy care – Wool is a natural fibre that has an inbuilt resistance to soiling due to its natural oils and itsouter surface of microscopic scales and as a result additional anti-soil treatments are not necessary. Simplyvacuuming the carpet will keep it looking good and whilst wool initially repels spills, prompt and completeblotting with white paper towels or an absorbent cloth is advised and will address many householdspillages.

COMFORTSoft and Warm – Wool carpet adds luxurious underfoot comfort and warmth to the home and acts asan insulator improving heat retention and energy efficiency.

Peace and Quiet – Wool carpet absorbs sound and cushions the home against echo and room to roomnoise transfer.

SAFETYFire Retardant – Wool is naturally fire resistant, has a slow ignition rate and tests show that it is selfextinguishing within seconds. It meets many safety regulations without additional treatments and isfavoured in contract locations for this reason.

Fall Friendly – Carpet cushions and so provides a softer floor which protects against serious injury in fallsby the very young or the elderly.

INTERNAL ENVIRONMENTIndoor Environment – As a natural ‘smart’ fibre with a complex physical and chemical structure, woolhelps to create a balanced atmosphere in the home. It breathes and absorbs humidity in the air, releasingit when the atmosphere becomes dry and helps improve air quality by absorbing airborne toxins inindoor air.

Anti–allergy – The minute scales on the fibre’s surface will hold fine dust until vacuumed which helps toreduce floating particulate in the atmosphere. Wool does not give off harmful emissions or promote thegrowth of bacteria and wool is not a food source for dust mites.

ECO/ENVIRONMENTALNatural and Sustainable – Grown on sheep, which graze freely, wool is both 100% natural and fullysustainable. As shearing is a necessary part of animal husbandry this means that every year there is afresh supply of wool available for the carpet manufacturing industry.

Energy Efficient – Wool is energy efficient in the home and also in carpet production.

Biodegradable – Wool fibre is biodegradable in soil and will produce nitrogen, sulphur, carbon dioxideand water which are all plant nutrients.

Environmentally Assessed – Wool is an environmentally responsible fibre that has been measured interms of its ecological impact. A Life Cycle Analysis study carried out by Leeds University to ISO 14040standard for British Wool concludes that it compares favourably when measured against man-made fibres.

Wool carpets are close to the heart of the UK consumer but with prices rising and increasing competition fromsynthetic fibres, wool has to work a little harder to justify premium pricing. Here’s our ‘Wool Workshop’ - a sellingaid to help to trade consumers up to premium products by selling the benefits of natural fibre.