The Wool Carpet Focus Group launches a new campaign

Bradford, the original capital city of the world`s wool trade, hosted a meeting on the 11th June of some of the most powerful and influential people in the British carpet industry. The carpet sector is one of the largest consumers of wool and employs thousands of people and hundreds of thousands of miles of carpets and rugs are produced and sold around the world each year!

It's cool to buy wool

The Wool Carpet Focus Group (WCFG), who organised the meeting, was formed a few months ago with the intention of concentrating the industry`s marketing efforts in the direction of highlighting the reasons why carpets are best when made primarily from wool #naturally!

Carpet manufacturers, distributers, buying groups, retailers and representatives of the main carpet wool growing nations (Great Britain, New Zealand, Norway, Ireland) attended the meeting which was declared to be a very worthwhile and constructive event. There was much debate as to what the most important benefits of buying a wool carpet actually are. According to Dr Mike Madden who is the resident scientist for the WCFG, he said..

"There are so many reasons it is difficult to choose which the best one or two are to focus our attention on. Wool has lots of inherant qualities whch combine to make it such a wonderful fibre and all of which are equally important from a scientific point of view."


"Bouncebackability" a word borrowed from the Golf Channel was a favourite with the WCFG as it emphasised the way wool carpets bounce back to their natural form after being troddon on. That is down to the natural crimp or spring like characteristic of wool. Wool carpets look better for longer and that makes them very good value.


"Cleanability", according to one leading industry expert at the meeting who said that..

"Wool carpets and rugs clean better and look better than other carpets after cleaning."

There are many more Unique Selling Points to consider when buying a wool carpet but advice from the major buying groups present was to concentrate on only the most important ones.

The Wool Carpet Focus Group faces a real dilemma in trying to choose what to concentrate their marketing efforts on in the carpet showrooms. To this end, a competition open to everyone is getting underway and it is hoped that the most popular and interesting factors that make wool carpets and rugs the best choice will win a prize #naturally! You may just love the ones above and a vote for them could win or you may have another in mind? Wool is the most family friendly fibre and it is hoped that all the family will have a go!

All entries should be sent for the attention of Dr Mike Madden by post to ENco Global Testing Services, Haworth Scouring Company, Cashmere Works, Birksland Street, Bradford BD3 9SX or email mike(AT) All entries will become the property of the Wool Carpet Focus Group Ltd and may be used in future marketing efforts.

The prize is a specially embroidered Real Shetland wool throw which will feature the winning Unique Selling Point for choosing a wool carpet or rug.

The organisers may choose to increase the number of prizes should they wish to do so.

Remember, anyone can enter from anywhere in the world and as many times as you like. The winner will be announced at the Flooring Show in Harrogate which takes place on the 20th, 21st and 22nd September where many of the finest quality wool carpets and rugs will be on show to the retail trade.

For more information please contact Martin Curtis, Chairman, Wool Carpet Focus Group on 07788 916606 or at martin(AT) or Steve Byrne; steve(AT) or martin.west(AT)