Absence from show bad look for NZ, says carpet maker

Elders' new Just Shorn wool carpet won't be part of the Wools of New Zealand site at Surfaces, the enormous annual North American flooring expo being held in Las Vegas in February.

"That's simply because we have not been invited to be on the Wools of New Zealand stand," Elders' national manager exports Craig Wilson said.

He claimed the company made the request months ago and was initially told yes, but was later advised it was not able to participate.

Wilson said it was disappointing, and confusing for US customers.

"Historically it's been seen as an area to promote New Zealand wool producers. I just don't think it really is a good look for New Zealand."

Wools of New Zealand is now owned by Wool Partners International, the joint venture marketing operation formed by rival rural services firm PGG Wrightson and a farmer co-operative.

Wool Partners is introducing its luxury wool carpet brand Laneve at Surfaces.

Chief executive Iain Abercrombie denied Elders had asked Wool Partners if it could show Just Shorn, but if it had the answer probably would have been no. "These are two commercial companies operating in the market. It doesn't make sense to launch a competitor's brand alongside ours."

Wool Partners had to commit to the space in March. It then sold the space to its carpet manufacturer partners, for their displays. If one of them was making Just Shorn carpet and wanted to show it, they could.

If the space wasn't reserved the manufacturers would have to slot in wherever they could and be surrounded by synthetic manufacturers.

"So what [this] does, it in effect creates an area that is entirely woollen manufacturers."

Wool Partners has criticised Elders for not securing deals with carpet makers, but making much of its arrangement to sell Just Shorn through US retail conglomerate CCA Global.

Wilson conceded Elders was working through the details of manufacturing contracts.

However, manufacturers it was dealing with would have commercial samples of Just Shorn carpet on their stands at Surfaces.

Just Shorn would be officially launched at CCA Global's annual national convention, in Las Vegas two days before Surfaces, he said.

ELDERS

Co-owns Elders Primary Wool with grower body Primary Wool

Co-operative. Is running the Wool Marketing Enterprises programme to increase the value of New Zealand carpet wool. Owns Just Shorn brand.

WOOL PARTNERS INTERNATIONAL

Joint venture between rural services company PGG Wrightson and farmer co-operative Wool Grower Holdings. Absorbed Wools of New Zealand. Owns rival Laneve wool brand.