The Woolly Value Chain


The Laneve wool carpet in this picture has an amazing story. It is the result of a team of people all working to deliver an outstanding experience for the customer.

Akaroa by Brockway Carpets of Kidderminster

It all starts with a deep understanding of trends and what carpet buyers are looking for. Value chains, as opposed to supply chains, are always customer-led. Having identified a customer and designed their ideal product the materials can be assembled to fit the purpose.
Farmers have grown the wool in this carpet especially for the final product. The wool growers in New Zealand have nurtured the seep and prepared the wool to meet strict guidelines on sustainability set by Wools of New Zealand. The right type of wool is grown to suit the end use of the product, which drives efficiency and ensures high-quality.
The wool is cleaned (scoured) and shipped to Europe where it spun by Danish company Danspin who have been selected to be part of the Laneve programme as a world class yarn spinner of the highest quality and integrity.
Danspin then send the Laneve yarn to Kidderminster in the United Kingdom where Brockway Carpets tuft it into a beautiful twist pile carpet. Brockway laminate the carpet with eco-friendly materials and ensure any waste is recycled. Lesser manufacturers might send off cuts to landfill!
The carpet is then sold by specialist retailers called Premier Partners which are all committed to providing excellence in customer service, and high-quality sustainable wool interior textiles.
Finally the customer receives a certificate from Wools of New Zealand which enables her to view the farm via the internet where the wool in her carpet was grown. This is a simple customer driven value chain with benefits that can be clearly illustrated to the customer. Every step of the chain adds value and is fully transparent.
A Laneve carpet is sold on colour, style, innovation and as the ultimate ethical choice. Laneve products are not caught up in price battles or commodity downward spirals…

These are the sheep that grew the wool for Akaroa.

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