Wednesday, 03 August 2022 14:41

Carpet battle farm from over

Written by  David Anderson
The legal stoush between Godfrey Hirst and Bremworth is far from over. The legal stoush between Godfrey Hirst and Bremworth is far from over.

Despite claims by NZ carpet manufacturer Bremworth that an international rival has abandoned an ongoing court battle about the benefits of wool carpets, the legal stoush is far from over.

A legal battle between Godfrey Hirst and NZ-owned carpet company Bremworth began after the latter adopted a new strategy, which saw it move to use 100% NZ wool for the production of its carpets.

Bremworth then aggressively pitched its marketing and advertising around the environmental benefits of wool and the damage synthetics make to the planet.

However, Godfrey Hirst brought a case against Bremworth saying the NZ company’s claims around wool carpets being “better for the environment” and that a switch from synthetics to all wool carpets is “changing for good” were misleading.

In early August, Bremworth issued a media statement insinuating that the international carpet maker had ceased its case by withdrawing a damages claim.

However, Godfrey Hirst says it ‘elected to remove any claim for damages’ in its High Court Case against Bremworth relating to ‘greenwashing and misleading conduct in relation to synthetic carpets’.

“Godfrey Hirst is aware of Bremworth’s constrained financial circumstances and, in the public interest, wanted to do all it could to make it financially viable for Bremworth to correct any misleading and/or greenwashing marketing without the risk of Bremworth also having to pay damages,” the company says.

Godfrey Hirst added that it continues to actively pursue all aspects of its case against Bremworth in the High Court for the benefit of New Zealand consumers.

Meanwhile, Bremworth chief executive Greg Smith says his company stands by its “Let’s Go Good Together” campaign, which he says does not in any way mislead consumers.

Smith claims that wool carpets are not only the best for design and performance on the floor, he adds wool is also New Zealand grown, natural, biodegradable and renewable.

“New Zealand’s wool industry has struggled in recent decades against the backdrop of cheaper synthetics alternatives, but the world is changing and we are confident our homegrown wool is the natural solution to imported synthetic carpet fibres,” he says.

Smith adds that Bremworth’s own research proves more consumers see the benefits of wool.

“We firmly believe it is a consumer’s right to make an informed choice between wool products and synthetic alternatives, which are essentially plastic.”

More like this

Snowflakes love wool!

Perceptions of wool are changing, according to a recent study by carpet manufacturer Bremworth.

Kiwi wool reaching great heights in the US

New Zealand rug and carpet manufacturer Bremworth has secured an export contract with the United States to supply one of New York’s tallest skyscrapers with its wool flooring product.


OPINION: Your canine crusader is shedding a tear (only crocodile) for US-owned carpet manufacturer Godfrey Hirst, which is threatening legal action under the Fair Trading Act, against its NZ rival Cavalier for "demonising" synthetic carpets.

Wool legal wrangle

Carpet maker Cavalier is facing the wrath of American-owned rival Godfrey Hirst over the Kiwi company's push to promote more woollen products.


Boost for ag and hort science

Teachers have welcomed a move by the Government to put money into supporting secondary school agricultural and horticultural science and…

Computer says no!

Dairy farmers around the country are in breach of a new law around reporting synthetic nitrogen because the Government has…

Machinery & Products

New disc cultivator launched

Väderstad has introduced a new disc cultivator – the Carrier XT 425-625 – featuring rotating disc axles, that optimizes results…

JD unlocks its digital system

As a long-term advocate of digital technology, John Deere has taken the route of mass data capture, rather than concentrating…

» The RNG Weather Report

» Latest Print Issues Online

The Hound

Fruitful change?

OPINION: Your canine crusader notes that meat company Silver Fern Farms has undergone quite a refresh over the last few…

All for show?

OPINION: The Hound notes that Fonterra is cashing in on the curent government's largesse with taxpayer money.

» Connect with Rural News

» eNewsletter

Subscribe to our weekly newsletter