It would be a hard sell in New Zealand, but the marketers of a range of rugs in the United States are banking on the names of small towns to help sell them.Wool Equities, which is attempting a phoenix-like resurrection to prosperity, has buddied up with E
It would be a hard sell in New Zealand, but the marketers of a range of rugs in the United States are banking on the names of small towns to help sell them.
Wool Equities, which is attempting a phoenix-like resurrection to prosperity, has buddied up with Elders Primary Wool’s Just Shorn carpet and rug initiative in the US.
It involves Wool Equities producing handcrafted Nepalese rugs for sale in 35 up-market International Design Guild stores under the Just Shorn brand. They are made from Romney wool grown in New Zealand.
From December, Wool Equities will add to the rug range of Just Shorn products with two ranges of broadloom carpet for 85 stores.
The range of rugs have been labelled with names selected by International Design guild because “they spoke to the US customer of the green pastures of rural New Zealand.”
The names include Middlemarch in Otago, which is now known for its singles ball designed to entice women to the male-dominated community.
Foxton is another – the former home of a Feltex carpet factory and now boasts a Dutch-style windmill at the end of Main Street.
Southland’s Riverton is also on the list, known more for its fishing than premium wool and is clocking up a large number of developing dairy farms.
Also in Southland is Kingston Crossing another developing dairy area and Mahia at the top of Hawkes Bay.
