New market for ‘carpet’ wool — Exporter Magazine

New Zealand strong wool, renowned for its use in carpets, is set to become world famous for a new use – on people’s feet.  

Danish footwear firm Glerups has signed a two-year deal with The New Zealand Merino Company (NZM) and New Zealand’s largest farming company, Landcorp to exclusively supply New Zealand strong wool for its indoor shoe range.

The “addictive” indoor shoes, renowned for comfort, warmth and durability, are felted in 100% pure natural wool with soft leather soles. They are sold throughout Denmark and in more than 20 countries, including New Zealand (www.glerups.co.nz).

They also epitomise why Scandinavia is a trendsetter in design and fashion. Scandinavian design is characterised by simplicity and functionality, as well as good looks.

Jesper Glerup Kristensen, Glerups Director, said surging popularity of the shoes worldwide had led the company to seek a new supplier of quality strong wool.  At the same time, Glerups wanted to retain the product’s strong family heritage and focus on sustainability.

“It quickly became obvious that Kiwi strong wool was the number one choice. New Zealand wool is of the highest standard and consistency of quality that we’ve seen. Better still, Landcorp growers share the same values we do – a commitment to quality and integrity. 

“People who buy our shoes are after more than something to keep your feet warm and comfortable.  They’re also buying into a more relaxed and values-based lifestyle. It’s incredibly important to our customers along with the exceptional craftsmanship of the indoor shoes.

“That makes New Zealand wool a great match for us.”

Under the deal, New Zealand strong wool, predominantly farmed on Landcorp properties as Pāmu wool, will be blended with mid-micron wool to make up 90-95% of wool used in the indoor shoes. The remaining wool is from Scandinavian Gotland sheep, which gives Glerups a unique DNA. 

More than 90 tonnes of wool will be scoured (washed) in Timaru and exported to Europe by Chargeurs each year so Glerups can meet the expected 20% year-on-year growth in demand.

Glerups retail for $189 a pair in New Zealand stores and the company sells approximately 150,000 pairs worldwide each year.

Gretchen Foster, NZM Marketing Manager, said New Zealand-farmed products were sought after globally as consumers increasingly choose brands that could offer “substance” behind the creation of their products.   

“Globally, most consumers are aware of New Zealand’s natural beauty and reputation in areas such as the environment, biodiversity and animal welfare. 

“These attributes are linked to the perception of more sustainable, higher quality products. Consumers place huge value in those attributes and are loyal to brands that live up to them.  

“New Zealand has an advantage over many others to differentiate its exports in this way.  We’ve seen with fine wool how successful this approach can be and we believe New Zealand strong wool can enjoy similar levels of success.”

Steven Carden, Landcorp Chief Executive, said the Glerups partnership showed strong wool had valuable uses beyond carpet and upholstery.

“When New Zealanders think of strong wool they think of the wool that’s used to make the carpets in their homes.  But internationally it’s being increasingly used in innovative spaces.

“So it makes sense that it’s our strong wool, which is among the world’s best, is being used in these high-quality products.”