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ADVICE & INFORMATION

In conversation with British Wool

up with the iconic Aardvark Animations end of the price bracket – might require established, with a bit more disposable
character has helped the campaign replacing once every couple of years, income. It’s probably someone that
reach many more consumers since it wool carpets can last easily last over a does quite a lot of research before they
began the promotion last year. ‘It’s about decade, while requiring comparatively buy products, so they make them more
getting that message into the retail little maintenance. This is obviously considered purchases.’
environment where most carpets are a benefit to the consumer, but it also Although competition across all
sold,’ Graham explains. ‘We’ve had about means less flooring going to landfill. markets is fierce from synthetics – not
600,000 to 700,000 views across social Looking ahead to mention every other category of
media in the past year, and it’s in about Naturally, there are challenges facing the floorcovering – Graham still strongly
1,500 retailers.’ industry. Falling numbers of sheep is the believes the future is bright for wool
The green message first that comes to mind for Graham, an flooring. Gen Z customers are much
For Graham, wool’s sustainability issue which has grown worse over the past more motivated by sustainability, he
credentials set it apart from other few years and has led to smaller quantities explains, and with social media they are
flooring fibres. ‘Wool is renewable. of high-quality wool. There’s still plenty also much more educated about which
It grows back every year and must available, he explains, but it’s a concern products meet those challenges. ‘It’s a
be shorn for animal welfare. It’s for farmers and manufacturers alike. bit chicken and egg,’ he says. ‘They’re
biodegradable - bury it in the ground and The other big challenge to the wool more motivated, but also maybe not
it breaks down, releasing nutrients that sector is its competition, particularly always as able to afford those products
help plants grow. And it’s long-lasting, considering the challenging economic right now. But they’re the customers
which means less waste. We always circumstances consumers now find of the future, and if the customers of
say that if wool were invented today, themselves in. the future are better educated on why
it would win a Nobel Prize for innovation.’ That said, wool isn’t (and never will wool’s amazing for the environment,
The fibre’s aforementioned durability be) the mass-market option, Graham that only bodes well for the industry.’ 
is another big draw in terms of explains. ‘It’s about targeting the right www.britishwool.org.uk
sustainability. Where other floorcovering kind of market,’ he says. ‘A wool carpet This interview was originally published
materials – particularly at the lower is often for someone who’s more in The Stocklists

98 CFJ December 2025 www.contractflooringjournal.co.uk
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