Article Number : 4739 |
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| Date | 8/13/2009 8:29:25 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=4739 |
| Abstract | By Louis Iannaco With so much green in the news today, consumers are being inundated as to what products experts believe are good for the environment, and flooring is no different. One of the industry’s “true green products” is wool, the natural fiber. While end users... |
| Article | By Louis Iannaco With so much green in the news today, consumers are being inundated as to what products experts believe are good for the environment, and flooring is no different. One of the industry’s “true green products” is wool, the natural fiber. While end users search out the latest news concerning the natural attributes inherent in hardwood and ceramic tile and, to a smaller degree, bamboo and cork, in wool, the carpet segment offers warmth, high performance and durability. “The fact that wool fiber is naturally biodegradable makes it a true, green product,” said Alex Peykar, Nourison’s principal owner. “However, I must say that in the mind of the consumer, economics still dominate the motive to buy. In commercial, hospitality and high-end markets, wool prices are not as significant as this. The consumer understands and appreciates the performance and advantages of wool or wool blends.” According to Jonathan Cohen, Stanton Carpet’s COO, “The green movement has most definitely created significant exposure for the wool industry. Wool is not only natural, but no animals are harmed in obtaining the wool. A sheep’s wool is also resilient. It is a renewable resource that is also recyclable. Wool is a biodegradable fiber, so when carpet is removed from the floor, it breaks down easily as not to take up space in landfills that are already well over their capacity.” Said Bridgette Kelly, public relations manager for the British Wool Marketing Board, “I believe today’s green movement is helping to spread the word about wool. People are looking more closely at the composition of products they buy both in the U.K. and we hear in large areas of the U.S. The growing appeal is because wool is natural—grown and not made and is sustainable. People are looking at synthetic products and questioning the origin and the impact. This has meant that other attributes of wool are being explored and are becoming far better understood and valued.” Stewart Hay, president of Glen Eden Wool Carpet, said, “Our clients are always very discerning when choosing fine floor coverings. Wool has obviously been the standard and fiber of choice for them. The green movement does not fully appreciate wool as under the LEED system wool is given no points advantage over synthetics. As oil prices continue the long-term trend upwards, wool is very competitive with synthetics in terms of fiber price and a true cost benefit analysis will show that carpet made from wool is a much better choice than synthetics.” Elise Demboski, executive director, North America, Wools of New Zealand, believes that although synthetic producers and manufacturers have made huge strides in getting the environmental attention of consumers, it’s just not as good as the real thing. “As the world becomes more eco-conscious, it is getting harder for them to hide the fact that synthetics are made of petroleum. “True, synthetic carpets can be melted and recycled,” she added, “but more petroleum is required to truck it to a recycling facility and more energy is needed to turn it back into itself. I applaud the cradle-to-cradle advancements being made; however, the truth is that most synthetic carpets still end up in landfills, where they remain and accumulate. “Wool, on the other hand,” Demboski noted, “is renewable and biodegradable. Once it is sheared, it simply grows back. Even the grass that sheep eat grows back. At end of life, wool can be returned to the soil where it biodegrades, releasing nutrients that support plant growth. Over the past few years, the delta between wool and synthetic prices has decreased. New Zealand wool, with all its beauty, performance and comfort attributes, provides the value and longevity customers are looking for in today’s products.” And how, in today’s economy, are the usually more expensive wool products faring against their synthetic counterparts? “In today’s economic calamity,” said Peykar, “I believe all products are affected. The fact that we do not have synthetic products in our broadloom lines makes it difficult for me to compare. However, based on reading various publications, we have not been affected as severely as synthetic manufacturers.” According to Demboski, “As a high-end fiber representing only 1% of the carpet market, wool typically resides in a niche that is immune to market downturns. Twelve months ago, when conditions started to spiral downward, wool basically remained unscathed. It wasn’t until six months ago that the segment took a hit and business started to drop off. Over the last couple weeks there have been glimmers of hope, although sporadic. One week looks promising, the next bleak, but overall there is the feeling that the economy has bottomed out. “As we prepare to rise out of this recession, wool promises to have tremendous potential,” she explained. “The wealthy—no longer buying showy, ritzy products— are finding New Zealand wool to be an environmentally conscious luxury that makes them feel good about their purchase.” Cohen noted, Stanton, Royal Dutch and Antrim offer wool products across many categories, including Wilton loops, cut pile patterns in wall-to-wall and runner; tufted and hand woven. “We have a rich history with sales of wool carpeting, and the smart merchants have taken advantage of our more value-oriented wool products, making commitments that allow them to make more profit margins while passing along better values to their customers.” Hay noted, “Wool products are doing fine, perhaps slightly better than synthetics in these weak economic times. However, like everybody else, we have been impacted during this economic storm.” As for the future, executives expressed optimism regarding wool’s perception in the marketplace and their ability to provide what consumers desire. “We are very bullish on our product development,” said Peykar. “We are working on several collections that will be 100% wool and wool blends.” Demboski stated, “Since Wools of New Zealand’s purchase by Wool Partners International earlier this year (FCNews, March 9/16), we are able to reach beyond the finished product to supply New Zealand wool to our partners. This capability completes the circle and enables our partners to ensure the environmental, animal welfare, social and economic integrity of the wool with traceability back to growers. Much more about our integrity program will be announced at Surfaces 2010.” Cohen commented that despite the tougher economy, Stanton continues to develop and invest wisely in product, technology, national advertising and “our brand, in general, and expect a robust introduction of wools in 2010. To date in 2009 we have shipped 28 new wool products into the field with 10 more to come. At the end of August, we will ship our Naturally Green display into the field. This unit, compromised of our top tufted wools which are not only green friendly but compare favorably in price to similar tufted nylons, will inherently supply what nylons have tried to emulate since inception. “We are committed to wool products and will continue to help educate our customers on its widening benefits as well as its comparable value in many categories,” he added. “Our customers should continue to look for our marketing e-blasts regarding new product, promotions and special recommendations.” Glen Eden is teaming up with Wool Partners International and its new Laneve brand and a group of 50 farmers in New Zealand who produce some of the best strong wool for carpet in the world to create a story of traceability and accountability from the moment the lamb is born to the moment the carpet is put on the floor, concluded Hay. “Glen Eden is not only producing carpets that are 90% green by weight but are also going back through the supply chain to ensure that the highest levels of accountability are met and that our commitment to reduce our carbon footprint is something that we are not taking on alone but something that we are partnering with the farmers and spinners alike.” |