Iconic carpet maker Cavalier has announced a new focus on production of wool carpets, as it looks to take advantage of growing consumer demand for more environmentally friendly products.
The company has announced a collaboration with The New Zealand Merino Company (NZM) which has worked with brand partners including Icebreaker, Smartwool, Loro Piana, Reda and Allbirds.
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Cavalier CEO, Paul Alston said the company considers natural wool the optimal choice for carpet design, innovation and overall performance.
"The quality and craftsmanship of our wool carpets is undeniable and is recognised by customers around the world," he said.
"Together with NZM, we will be looking to revitalise the demand for wool carpets as a natural, more sustainable, healthier alternative to synthetic fibres, further delivering to our 'world of difference' vision," said Alston.
He said consumers around the world were becoming increasingly environmentally aware and wool was well-positioned to capitalise on the demand.
NZM would assist the company shift to a design-led business that is fit for the next 50 years.
"The core objective being to enhance Cavalier's commercial performance and deliver long term sustainable returns for shareholders."
Cavalier Corporation last week announced plans to write-down or impair the value of goodwill and various plant and equipment by as much as $9 million as it prepared for the shift in strategic direction.
Its shares were recently at an all-time low of 24 cents and had almost halved in value so far this year.