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ADVICE & INFORMATION

Graham Clark

In conversation with British Wool

Lauren McCarthy marked this year’s Wool Month by speaking to
Graham Clark, director of marketing at British Wool

RITISH Wool is a farmers’ carpets naturally trap airborne pollutants Wool Month
Bcooperative which works on behalf such as VOCs, improving indoor air A major opportunity to tell this story
of about 30,000 sheep farmers across quality. comes every October, during Wool
the UK. ‘Our role is to collect, grade, and ‘Research shows wool carpets can help Month. Originally launched as Wool
sell it on behalf of our farmer members,’ households where children have asthma Week, the initiative has expanded to
Graham says. ‘Our only aim as an or allergies,’ Clark notes. ‘That’s a really a month-long celebration, thanks to
organisation is to maximise the value of growing demand and interest. ‘It’s
that wool.’ crammed full of different events, PR
With more than 60 breeds of sheep activations and social media campaigns,’
in the UK, British wool is diverse and, Graham explains. ‘It’s about working
crucially, bulky – making it particularly with brands, trying to encourage them
well-suited to flooring. ‘British wool to use more wool in their products, and
is the bulkiest wool in the world,’ says also targeting consumers to make sure
Graham. ‘That means it bounces back they’re actually asking for wool products
quickly, making it perfect for carpets. By as well.’
putting British wool into a carpet, you’re For the flooring industry in particular,
pretty much guaranteeing that the the timing couldn’t be better. October
quality is going to be there.’ is one of the busiest times of year
More than half British Wool’s output, for carpet sales, of course, with
about 52–55%, is destined for carpets, homeowners looking to refresh their
both residential and contract. But why is homes before Christmas, so it makes
wool such a good material for flooring? sense to highlight the benefits of wool
The answer is multi-faceted, Graham carpets at this critical point in the year.
explains. These activities run in partnership
Durability and longevity are key. ‘A with the Campaign for Wool, an initiative
wool carpet can last ten years or more. strong selling feature, especially today.’ designed to promote wool globally, not
In fact, wool fibres can be bent 20,000 And contrary to popular just from Britain but places like New
times without breaking, and they spring misconceptions, wool carpets are not Zealand, Australia and South Africa.
back into shape, which is vital in high- It also promotes the fibre for all of its
traffic areas like hallways or commercial difficult to maintain. ‘Wool naturally potential applications, from apparel to
spaces,’ says Graham. resists dirt and spills because of the bedding as well as flooring.
Safety is another factor. Wool doesn’t structure of the fibre. You can blot a spill One standout aspect of Wool Month is
ignite easily, Graham explains, needing and it lifts out cleanly. You don’t need the Shaun the Sheep promotion, which
to reach around 600°C before it burns. harsh chemicals, which is healthier for has seen the campaign team up with
Then there’s health and comfort. Wool families and pets,’ Graham says. seven different carpet brands. Teaming 

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www.contractflooringjournal.co.uk 97
@CFJMagazine CFJ December 2025