H Dawson gives Aussie shop staff ‘wool facts’

Twenty four Australian retailers have been given two days of intensive study on the “benefits of wool” by the Pure South group – H Dawson Farm Direct, Christchurch Yarns, carpet maker Prestige Carpets and retail group the WoolSet.

Designed to re-educate staff on the shop floor about wool, the programme included farm visits, wool shearing, and a look at spinning and dyeing techniques ahead of a new carpet range launch in Australia.

Texel growers supplied the wool and gained a $1 kg price advantage over the market. The Australians were rapt with the programme and the product which delivers new levels of performance and texture.

The promotion was paid by exporter H Dawson and Christchurch Yarns and is an example of the industry collectively working the wool pipeline with a focus on re-educating shoppers, while delivering a price premium for growers.