To mark this year’s Wool Month (in addition to our annual special feature on the campaign) we took the opportunity to chat with Graham Clark, Director of Marketing at British Wool, to discuss why this natural fibre continues to be a leading material for carpets and flooring, and how British Wool is helping consumers and specifiers understand its value.
British Wool is a farmers’ cooperative which works on behalf of some 30,000 sheep farmers across the UK. “Our role is to collect, grade, and sell it on behalf of our farmer members,” Graham says. “Our only aim as an organisation is to maximise the value of that wool.”
With over 60 breeds of sheep in the UK, British wool is diverse and, crucially, bulky – making it particularly well-suited to flooring. “British wool is the bulkiest wool in the world,” says Clark. “That means it bounces back quickly, making it perfect for carpets. By putting British wool into a carpet, you’re pretty much guaranteeing that the quality is going to be there.”
More than half of British Wool’s output, around 52–55%, is destined for carpets, both residential and contract. But why is wool such a good material for flooring? The answer is multi-faceted, Graham explains.
Durability and longevity are key. “A wool carpet can last ten years or more. In fact, wool fibres can be bent 20,000 times without breaking, and they spring back into shape, which is vital in high-traffic areas like hallways or commercial spaces,” says Graham.
Safety is another factor. Wool doesn’t ignite easily, Graham explains, needing to reach around 600°C before it burns. Then there’s health and comfort. Wool carpets naturally trap airborne pollutants such as VOCs, improving indoor air quality. “Research shows wool carpets can help households where children have asthma or allergies,” Clark notes. “That’s a really strong selling feature, especially today.”
And contrary to popular misconceptions, wool carpets are not difficult to maintain. “Wool naturally resists dirt and spills because of the structure of the fibre. You can blot a spill and it lifts out cleanly. You don’t need harsh chemicals, which is healthier for families and pets,” Graham says.
Wool Month
A major opportunity to tell this story comes every October, during Wool Month. Originally launched as Wool Week, the initiative has expanded to a month-long celebration, thanks to growing demand and interest. “It’s crammed full of different events, PR activations and social media campaigns,” Graham explains. “It’s about working with brands, trying to encourage them to use more wool in their products, and also targeting consumers to make sure they’re actually asking for wool products as well.”
For the flooring industry in particular, the timing couldn’t be better. October is one of the busiest times of year for carpet sales, of course, with homeowners looking to refresh their homes before Christmas, so it makes sense to highlight the benefits of wool carpets at this critical point in the year.
These activities run in partnership with the Campaign for Wool, an initiative designed to promote wool globally, not just from Britain but places like New Zealand, Australia and South Africa. It also promotes the fibre for all of its potential applications, from apparel to bedding as well as flooring.
One standout aspect of Wool Month is the Shaun the Sheep promotion, which has seen the campaign team up with seven different carpet brands. Teaming up with the iconic Aardman Animations character has helped the campaign reach many more consumers since it began the promotion last year. “It’s about getting that message into the retail environment where most carpets are sold,” Clark explains. “We’ve had around 600,000 to 700,000 views across social media in the past year, and it’s in about 1,500 retailers.”
The green message
For Graham, wool’s sustainability credentials set it apart from other flooring fibres. “Wool is renewable. It grows back every year and must be shorn for animal welfare. It’s biodegradable – bury it in the ground and it breaks down, releasing nutrients that help plants grow. And it’s long-lasting, which means less waste. We always say that if wool were invented today, it would be regarded as an incredibly innovative product.”
The fibre’s aforementioned durability is another big draw in terms of sustainability. Where other floorcovering materials – particularly at the lower end of the price bracket – might require replacing once every couple of years, wool carpets can last easily last over a decade, while requiring comparatively little maintenance. This is obviously a benefit to the consumer, but it also means less flooring going to landfill.
Looking ahead
Naturally, there are challenges facing the industry. Falling numbers of sheep is the first that comes to mind for Graham, an issue which has grown worse over the past few years and has led to smaller quantities of high-quality wool. There’s still plenty available, he explains, but it’s a concern for farmers and manufacturers alike. The other big challenge to the wool sector is its competition, particularly considering the challenging economic circumstances consumers now find themselves in.
That said, wool is not (and never will be) the cheapest option, Graham explains. “It’s about targeting the right kind of market,” he says. “A wool carpet is often for someone who’s more established, with a bit more disposable income. It’s probably someone that does quite a lot of research before they buy products, so they make them more considered purchases.”
Although competition across all markets is fierce from synthetics – not to mention every other category of floorcovering – Graham still strongly believes the future is bright for wool flooring. Gen Z customers are much more motivated by sustainability, he explains, and with social media they are also much more educated about which products meet those challenges. “It’s a bit chicken and egg,” he says. “They’re more motivated, but also maybe not always as able to afford those products right now. But they’re the customers of the future, and if the customers of the future are better educated on why wool’s amazing for the environment, that only bodes well for the industry.”
www.britishwool.org.uk