Wool Divider at Wool Fusion - Left to Right Ruckstuhl Feltro, Brockway Galloway, Axminster Jacob Tweed, Alternative Flooring Crafty Hound, Jacaranda Tapanui Porcelain, Axminster Hazy Days Walking the Dog, Crucial Trading Sisool, Crucial Trading Wool Pride

British Wool at Grand Designs

The Stocklists November 2017

Wool Week’s Wonderful Wool Gallery - Wool Fusion


Wool Week in the UK saw ‘Wool Fusion’, a stunning event in central London which combined all the key areas of interiors from flooring to furnishing with fashion, film and a bold display of interiors photography. 

The gallery style event was open to the public over the entire week (7th to 15th October) and saw many visitors over the course of its nine days.  Carpet played an important part in the exhibition and was displayed in innovative ways and with a distinct fusion focus which set the tone of the whole event.

A series of events and workshops were held throughout, including ‘An Alternative Fusion’ which saw Lorna Haigh and Margo Selby informally discuss their successful collaboration on carpet design following the Wool Week launch of the Margo Selby Stripe Collection.

Brintons formed a collaborative partnership with the weaver Angie Parker Textiles which delivered a beautiful grey tonal design to the simple stairway in the venue.  Called ‘Fryktlos’ meaning ‘Fearless’, based on Angie’s description of her design process - as a ‘fearless use of colour’. The design was originally woven using a technique called ‘Krokbragd’, which originated in Norway. 

The pairing of Angie’s organic hand woven design skills with Brintons, the leading commercial woven carpet brand has allowed this design to be produced as an axminster carpet in a very short time.  Brintons used their ‘Inception’ QuickWeave palette which is specifically created for interior designers and clients who work on assignments with tight deadlines. The QuickWeave collection is a made-to-order woven axminster carpet range offering a turnaround time of just 6 weeks. 

Other carpet brands including Axminster Carpets, Crucial Trading, Brockway Carpets, Ruckstuhl and Jacaranda which together formed a clever, interesting and impactful ‘wool divider’ which gave an eye-level and tactile display for different styles of neutral flooring.

“Wool Week is a key consumer date in the wool textile year and we have been able to promote the many benefits of the fibre during Wool Fusion whilst also celebrating wool carpet in ways that inspired and refreshed visitor interest.”  Bridgette Kelly, interior textiles director of the Campaign for Wool said.


British Wool at Grand Designs

British Wool’s feature installation at the ever-popular Grand Designs Live event at the NEC looked very good and proved very successful with the visitors. 

Working in partnership with eleven brands, British Wool aimed to directly target consumers at the event with the wool message.  The stand which focused on wool and wellbeing displayed a  range of British Wool products including carpets, beds, bedding, furniture and accessories.

Flooring in British Wool from Ulster Carpets with the dramatic ‘Fusion Reverb’ in denim, Brockway Carpets with ‘Lakeland Herdwick' and Adam Carpets with ‘Castlemead Twist’ brought a feeling of undeniable luxury to the stand which clearly demonstrated why wool carpets make such a difference to underfoot comfort.

The new retail promotion, which links consumers and carpet retailers through the WoolRetailer.com website gave an added bonus to those that stopped to admire the product on display.  The potential to win money via a prize draw for those purchasing a British wool product provided plenty of conversation with the home interest visitors - many of whom attend with a definite project and budget in mind.

“Grand Designs is a show that attracts the right kind of audience for us. It is attended by those that are looking for fresh ideas and information to help them source and select products for their developments and redecoration projects.” Graham Clark, head of marketing explained.

“We had an extremely busy few days at the event and a lot of interest in the products and the many benefits of wool.  This is the first stage of our new marketing strategy  which will see us targeting consumers directly with the British Wool message.”



Image 1 - Wool Divider at Wool Fusion - Left to Right Ruckstuhl Feltro, Brockway Galloway, Axminster Jacob Tweed, Alternative Flooring  Crafty Hound, Jacaranda Tapanui Porcelain, Axminster Hazy Days Walking the Dog, Crucial Trading Sisool, Crucial Trading Wool Pride


Image 2  - British Wool at Grand Designs


British Wool Promotion

Raising awareness amongst consumers about the unique benefits offered by the fibre.

Since its launch in 2010, The Campaign for Wool has influenced a new demand for wool on an international scale, and it’s efforts have seen an outstanding threefold increase in the price farmers receive for their wool.

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