Mount Somers, New Zealand, November 21, 2005-- A Mid-Canterbury wool producer has scored what is thought to be a world first in the competitive carpet market, according to One News.
Mount Somers Station has signed a deal with a leading British carpet maker selling its name, as well as its wool.
British carpet manufacturer, Ry-a-lux, have signed a deal to take wool directly from the 14,000 ewes at Mount Somers.
This type of direct contract, identifying the wool grower with finished product, is a first for mainstream cross-bred wool industry but it could be the just the start.
It's from the green Mid-Canterbury fields that comes some of the best wool in the world, and it appears the Mount Somers product in particular stands out.
"That's what they're after, nice bright clean fleece, no black fibre, no vegetation matter," says station manager Malcolm Clapperton.
And such is the station's reputation, the British will name an entire carpet range after it, the Mount Somers range.
"Well, a bit of a financial benefit of course, the rights to the use of the name and a bonus on top of the normal auction price for the wool," Clapperton says.
A direct contract between the wool grower in New Zealand and the end product overseas is a first for our cross-bred wool industry - the type of wool that's mostly used in carpets.
The British are also hoping for big things and have invested half a million dollars in the project
This deal is a big marketing coup for the British. They say using the wool from one farm and utilising the Mount Somers name differentiates their product from that of their competitors
The brokers of this deal say that's hugely important.
"It's a way of getting New Zealand wool preferenced and New Zealand wool a higher profile in those markets," says Alistair Coleman from Wool Interiors.
A profile that's proving quite special.
"We were quite tickled when it came, and we didn't think it'd be quite as big as its become," says Clapperton.
And with similar deals already being arranged, it's a profile the wool industry is keen to encourage.
