Wednesday, 18 November 2020 09:55

Carpet maker's blast from the past

Written by  David Anderson
Bremworth claims its rebranding shows its recommitment to focus on 100% pure New Zealand wool. Bremworth claims its rebranding shows its recommitment to focus on 100% pure New Zealand wool.

Following its announcement earlier this year of quitting synthetics and only using 100% NZ wool, carpet manufacturer Cavalier Bremworth has now also changed its name.

In a back to the future move, the 60-year-old company is returning to its original moniker Bremworth.

“At the centre of the new brand is the focus on natural fibre design and innovation to make home interiors and our planet, healthier and more sustainable,” explains chief executive Paul Alston.

“A key pillar of the company’s long-term vision to be a global leader in designing and creating desirable, high performing, safe and sustainable interior products, is its recommitment to focus on 100% pure New Zealand wool.”

In July, the company announced it was exiting the synthetic carpet market – a move that will reduce its use of imported synthetic fibre by 2.5 million kilograms a year.

Alston says the immediate focus is on introducing new products such as its recently released felted wool carpet and promoting the “true worth” of wool and all-natural fibres.

“We are also investing in R&D, pushing the limits of what wool can do and looking at how we can innovate nature’s miracle fibre into a next-generation material. We are excited about the future and our change for good,” he adds.

“Going all-in on wool is the right move for our business, our customers, our local communities and the planet. Wool is durable, safe, natural, renewable and proudly produced in New Zealand. Experience shows that, for design, innovation and performance on the floor, you can’t beat wool, particularly New Zealand wool.”

Altson claims that since the July announcement that it was exiting the synthetic carpet market and returning to wool, it had been “blown away” by the positive feedback from retailers, customers and the rural sector.

“We’ve received fantastic support from the wider industry – with developers, designers and architects just as excited as we are about the direction the company is heading in.”

Meanwhile, Cavalier chairman George Adams says the company has taken the first few steps towards a natural, more sustainable future.

“Being authentic is important to us and our transformation runs much deeper than simply exiting synthetic carpet production,” he says.

“It’s about becoming transformative thinkers, being united in our beliefs, introducing disruptive innovation, creating new product categories and incorporating sustainability throughout our design and manufacturing process.”

More like this

Keeping shearing sheds safe

With safety at the forefront of all farm activity, there is no better time than now to assess the safety in your shearing shed.

Featured

 

New investment in spirulina production

The Ministry for Primary Industries (MPI) Sustainable Food & Fibres Futures Fund will invest in a project to assess the viability of larger scale production of spirulina in New Zealand.

National

Machinery & Products

Weeds in for a shock

WIith an increasing focus on reducing chemical herbicides, largely because of crop resistance and a potential build-up of residues, new…

V8 - a baler with a grunt

Following three years of testing with clients worldwide, Ireland-based manufacturer McHale has added a bigger model to its range of…

Virtual CV valuable tool

With a 12-year history of recruiting specialised operators from overseas to service the agricultural contracting industry, Hanzon Jobs typically brings…

» The RNG Weather Report

» Latest Print Issues Online

The Hound

Tough gig!

OPINION: This old mutt has a fair amount of sympathy for Ag Minister Damien O’Connor with the two associate ministers…

Cow killer

OPINION: The Hound was not surprised to hear well-known end-of-the-world doom-merchant ‘Dr’ Mike Joy is still as joyless as ever…

» Connect with Rural News

» eNewsletter

Subscribe to our weekly newsletter