Carrfields Promoting Just Shorn Brand of NZ Wool Carpets in U.S.

Ashburton, NZ, February 14, 2017—Carrfields Primary Wool (CP Wool) of New Zealand is stepping up its efforts to sell a range of limited edition carpet in the United States and Canadian marketplace through its redeveloped Just Shorn brand, reports NZFarmer.co.nz.

Carrfields was formed when the Carr Group bought the assets of Elders NZ three years ago.

Marketing group manager Shelley Donnelly said CP Wool had revamped its brand after identifying a "tremendous opportunity" to increase the size of the wool carpet market in North America.

She said the branded wool carpets would go to the exclusive end of the market, and there was plenty of scope to increase sales. "North American consumers have traditionally been slow adopters of wool carpet in their homes, with sales at low levels compared with those in New Zealand and Australia."

Carrfields' promotes wool as beautiful, fresh, clean and sustainable, said Donnelly, and the brand's logo and imagery was designed to appeal to high-end homeowners.