[12 June/ The NZ Farmers Weekly]

Carrfields Primary Wool (CP Wool) has relaunched its United States business Just Shorn to offer premium New Zealand wool carpets to wealthy American consumers. 50 percent of the retail margin would now be captured by CP Wool, and the relaunch is seen as an opportunity to ensure greater control that would create significantly more value for CP Wool and its grower suppliers. CP Wool has partnered with Carlisle Plank Flooring, providing access for the exclusive Just Shorn product to a high-end customer base. Three celebrity interior designers – American reality television stars Mark Brunetz, Jennifer Bertrand and Lonni Paul helped develop a new range of designs and are now producing new concepts each quarter. Carrfields Managing Director Craig Carr said focus is on value rather than volume as the company targets the high-end North American market. CP Wool Chairman Howie Gardener said the relaunch will benefit the wider NZ wool sector and will have a positive impact on the international perception of NZ wool.