NEWS RELEASE - 19 September 2005
Exporter Launches First Scoured Wool Brand for China
A New Zealand scoured wool brand will be marketed in China for the first time – a move designed to increase share for
New Zealand scoured wool in the rapidly growing China market.
New Zealand’s largest wool exporter, New Zealand Wool Services International Limited, launched the Purelana brand of
scoured wool at the annual Nanjing Wool Market conference in China today.
Managing director of New Zealand Wool Services Michael Dwyer says the new brand takes advantage of the company’s
capacity to anticipate and deliver to specific customer requirements in an expanding market.
“China takes 65 per cent of the Australian wool clip but only 19 per cent of New Zealand wool. With the shift of
manufacturers from Western Europe to China in search of lower labour inputs, this is set to increase for both countries
– but particularly for New Zealand. It would also be advantageous to increase the New Zealand share of wool imported to
China, which currently stands at 13 per cent. Development of the Purelana brand is designed to capitalise on this fast
growing market, especially as Chinese manufacturers become more quality conscious.
“Our technology now enables us to offer a comprehensive package, leaving the trader mentality in the distant past.
Manufacturers need absolute compliance, consistency and repeatability in their purchases, and they need the right wool
for the job. Purelana identifies our scoured wool as meeting all these requirements.
“All our scoured wool marketed to China will be covered by the Purelana brand. Purelana incorporates quality assurance,
signifying the wool is 100 per cent New Zealand sourced and guaranteeing that it is scoured to the company’s strict
“Use of top quality raw material and superior scouring processes ensure high consistency in colour, strength and purity,
which greatly improves the capacity for Purelana to take dye relative to other wools. We have carefully studied our
customers’ buying patterns, and will offer a range of wool types specifically to meet the industrial demands of, for
example, tufted carpets or axminster carpets. Every Purelana shipment will be covered by an extensive warranty, and
include a detailed testing certificate, incorporating length and colour measurements,” said Mr Dwyer.
Purelana wool will be produced exclusively at either of the two state of the art scours that are majority-owned by New
Zealand Wool Services International Limited – at Kaputone north of Christchurch and Whakatu in Hawkes Bay.
“Our scouring quality, efficiency, and environmental compliance are arguably the best in the world and the fact we have
two scours gives considerable economy of scale. It makes sense for buyers to purchase scoured wool from us, rather than
greasy, unscoured wool, which has fewer guarantees and less specifications,” said Mr Dwyer.
Purelana wool will carry distinctive red band packaging on every bale, and is approved by Wool Interiors to use the
Wools of New Zealand brand.