Wool Partners International is celebrating a significant new marketing partnership with Europe’s largest flooring and carpet distributor – Headlam Group.

The partnership hopes to increase sales of New Zealand strong wool by more than two million kilograms a year.

That’s almost 2% of New Zealand’s strong wool clip – the equivalent of carpeting about 15,000 homes.

WPI Chief Executive Officer Iain Abercrombie says the deal opens the door to 4,000 British retailers.

“They’re buying a lot of wool from all over the world, and what we’ve been able to do is convince them to buy New Zealand wool at the top of the range,” said Mr. Abercrombie.

“That’s the opportunity, we’re taking wool from countries of other origins that were going into this range, but our advantage over them is the variety of colours and the quality.”