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.

Purple Sheep and USP’s

Unique Selling Points (USP’s) are essential in capturing high value sales.  Without a clear point of difference between any two products the only real reason to purchase one product over another becomes price.   People are willing to pay for something special but they need to feel that they are getting value for their hard earned cash.  More than ever products need a story.  It might be colour and design or it might be a remarkable technical benefit but if the product doesn’t have something to make it special then why should you pay a special price?

 This is why we need Purple Sheep.

Imagine you are in holiday in a South Pacific paradise, say New Zealand.  You have seen the glaciers, climbed the volcanoes and done the bungee jump.  Naturally you will want to look at some sheep in order to make your Kiwi adventure complete.  At first you are amazed by the beauty of this wonderful white fluffy creature grazing peacefully on the lush New Zealand countryside.  After a while you start to realise all the sheep look pretty much the same.  Even sheep can be a little boring after a while.  The numer of sheep makes each individual sheep unremarkable.  But then you see something special.  It is a sheep with a purple fleece “The Purple Sheep”.  A purple sheep gets noticed, it gets remarked upon, because a purple sheep stands out from the flock.

In carpet terms there are beige cut piles, all looking pretty much the same and competing for shelf space and for price.  Then there are added value products with stunning colour and design and most of all a story to tell your customers and your friends.

Wools of New Zealand created Laneve in order to tell a story.  Every person who buys a Laneve carpet can trace that carpet to the farm where the purple sheep roam.  Better still they can tell their friends on Facebook, or Pinterest or however they wish.   Laneve is not just about tracing wool through a supply chain.  Laneve is there to tell a story and make people feel special about what they put in their homes.