Best Domotex Ever

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..

Martinelli at Domotex

The Martinelli space looked really sharp (as always)

Domotex stand WNZ

The Wools of New Zealand stand at Domotex


Looking through the Flock space into the Wool centre

Immersed in the Laneve iBook

Here is a way to get your story out and get people engaged..

Write and eBook, or in this case an iBook.  They are free to make and distribute so why wouldn’t you?

Getting found in the massively over-crowded iTunes store might not be the best distribution method, so I have made a webpage and put it there in both iBook and pdf format.

If you have some time to be immersed  in the story of sustainable wool and stunning interior design then grab for favourite reading gadget and get going..  And as always WoolBlog readers get the BETA version so please do report bugs and make suggestions via this blog.

go to or click the cover..


The Laneve iBook

Click to download the Laneve iBook

A little bit on Colour and Style

Ossimi courtesy of Flock – Natural Luxury

Colour (or color for our American friends) and style is a very personal thing. There are no right or wrong designs; it’s all about finding what works for you. There are things that work better than others and colour combinations that will create moods and be more in tune with fashion trends.
Culture plays an important role in colour selection with some colours having very different connotations depending on somebody’s background and their personal experiences and subsequent associations. You are never going to please all the people all the time, colour and style will always be down to a level of personal taste.
Colour is in everything around us but the actual colours we are exposed to are determined by our local environment and the objects we surround ourselves with.
The internet, social media and longer established media like cinema are also an influence so the local environment is no longer the only thing that sets taste. It’s an ever changing world we live in where colour and fashion will continue to evolve and be influenced by local and international events.

Designers spend a lot of time studying the psychology of colour and know how to create textiles and interiors that use colour for maximum or if desired minimum impact. Luckily the best examples are featured in trend magazines and websites making it relatively easy and affordable for us normal people to get inspired.
A few sites like Pinterest and are popping up where you can find interiors that look great and then post your favourite rooms and objects to virtual pin-boards. These are great tools for gathering ideas and deciding on a theme for your own home.
Have fun with it but remember to use Wool! Our Wool is perfect for any interior and offers truly unlimited colour and style options. New Zealand Wool is a modern fibre with incredible features that have been built in by nature over thousands of years.

Image courtesy of Bronte Carpets

Sheep Appeal

Aim to enchant.

Products must appeal to basic human needs.  People want certain things.  Just what those things are will depend on whom you chose to sell to.    The smart innovators work hard on anticipating market trends.  Fashion cycles, sociology, political events and of course economic climate all play a part in influencing what people choose to spend their cash on.  The mass market will always be looking for value and the lowest price.  People like to be warm and comfortable,  they desire soft furnishings and carpets,  always have since they lived in caves.   But the majority of people do not wish to pay a lot and why should they if they don’t understand the product benefits?

*hint – aim at people with money looking for luxury goods and a great experience.

To appeal to the discerning customer where price is less of a concern we must offer a remarkable package of design, integrity and service.  We must aim to enchant our customer.

You can design the ultimate customer experience and enchant your customer.

Pictured: Braunes by Flock – Natural Luxury.  Every Flock carpet uses 100% New Zealand Laneve wool and can be traced to the farm where the sheep are still grazing.

Really work hard on anticipating your customers future needs.  Brainstorm ideas, throw out the ideas that are already out there and focus on the really unique ones.

Get some market research into your ideal customer, or focus on a rising demographic and try to be 1st to the market.  Remember, you must have integrity, point of difference and consistency.

Free Bonus Hint… 20% of western consumers state they are looking for sustainability and will pay a premium for truly remarkable and sustainable products.   New Zealand Wool textiles and carpets tick all the boxes.  Not only is wool sustainable, allergy friendly, insulating and soft.  There are unlimited style options.  It is an incredibly versatile fibre.

Wool is an enchanting fibre, with sheep appeal.   Wools of New Zealand take this amazing fibre and present it to the market within desirable products and in stores that offer brilliance in customer service.

An example.  If a customer purchases a Laneve branded product, they may not expect it but they will receive a certificate that shows them the very farm that their wool was grown on.  Laneve offers full transparency of the value chain as proof of the eco credentials and integrity of the product.  Sure this is a feel good exercise but it turns out people will pay for things that make them feel good!