Exports

Press, 19 April 1982, Page 9

Exports

When U.E.B. Industries, Ltd. diversified into carpet manufacture in the late 19605, ?the company was convinced that New Zealand had wool of incomparable quality for carpets. The idea was to establish a fleece-to-floor operation that resulted in a ■ tap quality product reflecting . world fashion. In Tittle more than a decade, U.E.B. has become a major carpet exporter, with more than half the company's output now sold overseas. Bremworth's overseas market continues to expand, particularly in areas where people are aware of the advantages of wool. Bremworth has its own sales team in Australia, the biggest overseas market, while the Canadian connection has sales offices in Edmonton, Calgary, Toronto and Montreal. There are also Bremworth agencies in Papua-New Guinea, Singapore, East Africa, the Middle East- and the United States.

Bremworth now has a showroom in the heart of London, and Harrods, the famous London department store, is a Bremworth stockist. Contract work for hotels, commercial premises and even some ships makes New Zealand Bremworth known . internationally. The sales effort is concentrated where there is a high awareness of the value of wool, and is aimed at a specific section of the market. Drysdale wool’s quality of brightness, resilience and durability has allowed Bremworth to develop, among other products, sophisticated pastel shades sought by the decorator and contract markets — the top end of the scale. Increasingly, more people overseas are becoming aware of wool’s good looks and other virtues. Wool is anti-static, so dirt is not attracted to it as to synthetics. Nor does it readily absorb water-based stains. This means wool is easy to maintain. Wool carpets help control humidity by absorbing water

vapour. without' feeling damp, and by releasing it in dry conditions. Wool carpet also absorbs sound, is flame-resistant, and insulates against both heat and cold.

A major Bremworth outlet in Christchurch, the Carpet Market is on the corner of Manchester and Gloucester Streets.