A campaign to promote British Wool on the retail showroom floor with a 5 ft Farmer Tom proved a hit with carpet retailers at this year’s National Floor Show in Harrogate.

The free promotional pack was on display on the British Wool Marketing Board’s (BWMB) stand and attracted retailers from all over the country keen to maximize the opportunity to promote British Wool.

Retailers, visiting the stand emphasized that it had been a tough year in retail flooring but also felt there had been signs of improvement in recent weeks. 

They were keen to sign up for the pack which also included British Wool’s free wool information leaflets – ‘About Wool’ and also a canvas bag of clean wool.

Many retailers wanted it for their window to draw attention to the wool products in-store and all agreed that highlighting the connection between the farmer and the finished product was an important aspect of the campaign. 

While the BWMB’s display emphasized the durability, comfort and easy-care of wool as key selling points, retailers seemed confident that these natural strengths were used to good effect in selling carpet.

“Customers will always buy wool carpet if they can afford it, wool is definitely what they want.”  Said Lee Page, a carpet retailer of Classic Flooring based in Lancing, West Sussex, adding “The British aspect is still a winner with the consumer.”

Tim Booth, product development manager at BWMB commented, “It was a good show for British Wool, we want to target the consumer and the way for us to do that is through the retailer and their response to this promotion has been very positive indeed.”

Source: BWMB