Wools of New Zealand just experienced an amazing Domotex in Hannover, the most successful ever. Maybe we are doing something right?
As the world moves swiftly from mindless (consumerism) to mindful, regarding what people buy, how we travel and especially what materials we live with, ethics, trust and quality, become critical parts of any product offering. Organisations that embrace Sustainability and “doing the right thing” will be the ones that survive.
We embraced sustainability over five years ago and developed the Laneve brand to certify wool products that scream integrity. By ignoring the stalwarts and sticking to our belief we have gradually moved into a position as the leaders in our small industry.
Suddenly we are the “go to” people for building integrity and quality into natural products. All of a sudden we are inundated with enquiries from brands and organizations that want to secure their own future by partnering with the farmers.
It’s the same story we hear from our friends in the coffee sector. Existing in the future requires a robust and enduring connection with the people that grow your materials and with the value chain.
It is why we had such a great trade show in Domotex Hannover.
It seems suddenly the market demands, secure supply, stable pricing, full transparency and corporate social responsibility built in. We have all this stuff as well as slick and on-trend marketing and design..
A few images of our Domotex stand follow..