Danish footwear brand Glerups strengthens ties with New Zealand wool growers

Glerups co-owners Allan Timm (left) and Jesper Glerup.

Glerups is a globally recognised Danish brand known for its shoes, boots and slippers, crafted primarily from natural wool.

The company’s story began in 1993 when Danish craftswoman Nanny Glerup felted her first pair of wool boots using fleece from her own Gotland sheep.

The boots quickly attracted attention among friends and family, and what began as a small hobby soon developed into a growing business.

From these humble beginnings, Glerups has evolved into an internationally respected footwear brand.

Today, the company’s headquarters are located in the northern Danish countryside.

While Denmark at this time of year can resemble a picturesque winter postcard, the season also brings chilly temperatures.

It is perhaps no surprise that the owners of the Danish footwear company chose this month to travel to New Zealand’s North Island, where much of the wool used in their products begins its journey.

During their visit, the Glerups team travelled to several farming properties, including Papanui in Hunterville, Timahanga Station in inland Hawke’s Bay and Tawanui Station near Raetihi.

The visit allowed them to meet farming families and gain a first-hand understanding of how ZQ-certified wool is produced and managed.

For the Danish visitors, the trip provided an opportunity to explore the origins of the wool that plays such a leading role in their products.

“Our wool doesn’t start in a factory, it starts here, on exceptional New Zealand farms like these,” said Jesper Glerup, son of founder Nanny Glerup and a director of the company.

“Meeting the growers face-to-face allows us to better understand the dedication, care and pride that goes into producing New Zealand wool.”

Angus Street, chief executive of The New Zealand Merino Company, said the visit highlighted the growing importance of transparency and long-term partnerships across the global wool industry.

“It’s easy to talk about supply chains from a distance, but when a company travels all the way from Denmark to sit around a farm table in Hunterville or Raetihi, it demonstrates genuine commitment,” Street said.

Danish brand Glerups' boots and slippers are crafted primarily from natural wool.

“It reflects how much they value both the relationship with growers and the quality of the fibre produced in New Zealand.”

Street noted the visit also coincided with renewed international demand for New Zealand’s food and fibre exports.

“New Zealand’s meat and wool export revenue is forecast to reach $13.2 billion this year, reflecting strong global demand for our products,” he said.

“Sustained partnerships between growers and international brands play a vital role in protecting and enhancing that reputation.”

As global consumers become increasingly interested in the origins of the products they purchase, engagement at the farm level is becoming more significant throughout the natural fibre industry.

Strengthening collaboration within the wool sector remains an important priority, and New Zealand is well-positioned to benefit from growing international interest in sustainable natural fibres.

For the farming families involved, the visit also provided an opportunity to showcase North Island farming systems and demonstrate the high standards that underpin New Zealand wool production.