Godfrey Hirst challenges Bremworth-brand wool carpet claims

Godfrey Hirst challenges Bremworth-brand wool carpet claims


A worldwide producer of artificial carpets is difficult claims that New Zealand’s Bremworth-brand wool carpets are higher for folks, animals and the setting.

Godfrey Hirst says Bremworth made false and deceptive claims underneath the Truthful Buying and selling Act (File picture).
Picture: 123rf

Carpet enterprise Bremworth final yr introduced it could be transferring away from synthetics and solely producing woollen carpets.
Its newest promoting marketing campaign compares utilizing nylon carpet with single-use plastic luggage and promotes the benefit of its pure fibres, created from New Zealand wool, as a extra sustainable various.
United States-based Godfrey Hirst stated in a letter to Bremworth that it had made false and deceptive claims underneath the Truthful Buying and selling Act in regards to the environmental superiority of its Bremworth wool carpets.
“Cavalier and Bremworth have completed so by demonising artificial carpets with false and deceptive references to single-use plastic luggage and microplastics, and by lauding the environmental advantages of wool carpets, with out acknowledging the complete environmental impacts of wool carpet manufacturing, together with livestock farming, wool scouring and chemical substances required for insect resistant remedy of wool,” legal professionals representing Godfrey Hirst stated.
Chief govt Tania Pauling stated she estimated they made about twice as many wool carpets as Bremworth.
“We’re an enormous investor in wool carpets and wool infrastructure in New Zealand and in Australia.
“We do a whole lot of promotions in retailer with the retailers and are comfortable to see development in wool however Cavalier [the former company name for Bremworth] has an obligation as a great company citizen to not act in breach of the Truthful Buying and selling Act.”
Bremworth chief govt Greg Smith stated the authorized risk was a distraction and an try to stifle official competitors and client alternative.
“We cannot draw back from selling the virtues of wool and countering misconceptions available in the market to allow clients to make well-informed flooring selections – and we firmly stand by our resolution to deal with wool and pure fibres.”

Bremworth chief govt Greg Smith
Picture: Equipped

He stated the flooring market noticed an enormous swap from wool to nylon carpets within the late Nineteen Nineties and early 2000s, which had an enormous adverse influence on the wool sector.
“What folks did not realise was that placing nylon carpet on their flooring was the equal of round 22,000 plastic luggage in weight sitting in your house,” Smith stated.
“We had been shocked by what number of customers had not made the connection between nylon carpets and plastics, on account of years of great advertising spend and promoting campaigns convincing customers that artificial carpets had been superior to wool.”
Godfrey Hirst Chief govt Tania Pauling disputed these comparisons.
“It is a utterly irrelevant comparability, and is designed to counsel that the artificial carpet has the identical attributes as a single-use plastic bag, which clearly it does not,” she stated.
Godfrey Hirst was requiring Bremworth to cease making claims in regards to the superiority of its wool carpets, or face authorized motion.
Whereas Smith was hopeful the issue didn’t proceed to court docket, he stood behind the environmental facets of wool carpets.
“Customers can have a look at two carpets, one which comes from petrochemicals and one which comes from the again of a sheep and make that call for themselves.
“What we’re attempting to spotlight is that Bremworth is simply eager to take care of 100% wool due to the renewable and sustainable factor of the product, we’ve no intention to vary our marketing campaign at this stage as a result of we imagine that it is right.”
Pauling stated the corporate didn’t need to go to court docket utilizing the Truthful Buying and selling Act however stated it could haven’t any alternative.
The dispute was detrimental to the entire carpet sector, which needed to compete in opposition to onerous flooring coverings, she stated.


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