Strong wool eyes China
China looks set to play a key role in helping the New Zealand wool sector shift away from trading as a commodity supplier.
The Shanghai-based company has signed a strategic brand partnership agreement with Wools of New Zealand to sell New Zealand wool and wool-blended rugs to Chinese consumers.
During a visit to the South Island to sign the agreement in Christchurch recently, Saibosi took a camera crew to wool-producing farms to compile footage telling the authentic story of New Zealand wool to their customers.
John McWhirter, chief executive of Wools of New Zealand, said the two companies are a very good fit.
“Residential rugs is a new growth market in China and Saibosi is a well-known Chinese brand, which is consumer-oriented and strives for quality and authenticity," McWhirter says.
“They have ranked first in national online rug retail sales for five consecutive years from 2020 to 2024 and have won multiple international awards in product design for residential rugs," he adds.
“We were delighted to arrange for Saibosi to film at our farmer-shareholders’ farms and experience first-hand how our wool is ethically and responsibly sourced and grown with utmost care for people, animals and the planet.
"This allows us to bring the Wools of New Zealand brand, experience and story directly to Chinese consumers.”
