August 2010

Axminster Carpets is one of a large number of manufacturers and retailers backing Wool Week, which has moved from its previous September dateline to October 11-17.

The promotional campaign was launched by HRH The Prince of Wales in January 2010. The Wool Project is his initiative to bring the natural and sustainable attributes of wool to the attention of textile buyers, retailers and ultimately the consumer.

Gathering over 130 textile stakeholders from the world of wool including merchants, scourers, spinners, weavers, manufacturers and major retailers and also icon designers, HRH The Prince of Wales gave the keynote address and explained why he believes it to be the fibre that can add immense value to both fashion and interiors.

The interest in wool originated in discussions with tenants on his estate who outlined the poor return for the shorn fleece. Wool is a historic fibre that has long supplied the carpet manufacturing and upholstery industry but competition from man-made fibres impacted on the price of wool globally and present generations have little understanding of the real natural benefits of wool. He explained clearly the issues faced by sheep farmers that make little or no money from wool when their shearing costs are often more than the price they get for their wool. He commented that the “The future of the fibre was looking very bleak indeed.”

“The sad truth is that around the world farmers are leaving sheep production because the price they get for their wool is below the costs of actually shearing it.”

HRH is no stranger to controversy and the environmental agenda is clearly a driving passion in his projects. He referred in his address to the ministerial session of the United Nations Climate Change negotiations, where he spoke of the need to change and that by living in harmony with nature, it would be possible to improve the quality of life for an expanding world population.

Touching on the benefits of wool, he clearly believes that the carbon count which is affecting the planet is something each and every one of us can affect in a positive way. The BWMB’s Life Cycle Analysis refers in its conclusion to the fact that wool has far less environmental impact than either nylon or polypropylene and he sees this as something the industry should explore.

He encouraged people to think twice about “the seemingly trivial decision about whether to buy a wool carpet or its manmade alternative, or the decision to buy a wool coat as opposed to a polyester jacket.”

The fire safety aspect of wool is, he believes another major asset that is overlooked by the everyday consumer – well-known to the contract and hospitality industry, where wool is considered the safest fibre for carpet due to its high ignition rate (600 degrees) and its natural flame retardant qualities. The Chief Fire and Rescue Adviser , Sir Ken Knight informed HRH that he would rather send men in to a wool carpeted house because it is more fire retardant and emits less fumes.

Nicholas Coleridge, managing director of Conde Nast, the global publishing company behind titles such as Vogue, is a Wool Project member and also presented to the attendees, he commented, “We want to thrust wool into the public consciousness.” Then, he laid out plans for a major push later in the year which he titled the ‘Wool Week’ which would see the retail world promoting wool in-store supported by POS and PR.

The aim is clearly to promote the use of more wool, make it fashionable and better understood, so that consumers are buying with knowledge. And can understand better how their choice makes a difference.

The main wool organisations from around the world have also joined together to back The Wool Project and to promote wool generically. The Prince said, “The wool industry is truly international and I am glad that the Wool Project is now a partnership that includes the wool-growing organisations of Australia, Britain and New Zealand.”

Ian Hartley, CEO of the BWMB commented, “Wool clearly needs to be better understood, regardless of its brand or origin and wool prices have suffered globally not just in one area. This is an excellent opportunity for wool and we are delighted about it.”

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Images: HRH The Prince of Wales who launched the Wool Project in January.

(If you require a higher resolution image please e-mail – olgadorojevic@britishwool.org.uk)

Issued by: Bridgette Kelly, Press and PR Manager at the BWMB – bridgettekelly@britishwool.org.uk

As part of its strategy to deliver the best levels of service to specifiers, contractors, retailers, end-users and consumers alike, Axminster Carpets has launched a new website that takes its online presence to a level rarely seen in the flooring sector.

The site delivers an online portal that is not only in keeping with Axminster Carpets’ new branding, but that also reflects the forward thinking and innovative approach to carpet production by the Devon-based manufacturer.

Capturing the essence of Axminster Carpets’ ‘Natural British Beautiful’ slogan, www.axminstercarpets.co.uk provides background on the company while reinforcing the quality carpets message so central to its brand ethos. 

Online presence has now become a central part of any marketing strategy as Richard Lawrence, Marketing Manager, explains:

“With roughly 70% of consumers using the internet for research before their purchase, having a good website is becoming a marketing prerequisite and we have had a significant online presence for several years. However, continual development is an integral part of our strategy and to reflect our new look we have overhauled the website and its content to provide improved SEO – great news for our network of retailers throughout the UK.”

July 2010

The new website features an easy to navigate product directory for consumers, listing carpets by

plains, textures, contemporary patterns, elegance patterns and classic patterns. This organisation allows quick and easy location of styles they may have seen in magazines and in-store, as well as helping consumers to narrow down choices to go with a particular décor.

In addition the site gives visitors an in depth look into other areas of the Axminster Carpets business that have contributed to establishing it as a leading manufacturer of carpets.  A commercial section, along with tabs that invite visitors to find out more about the Export, Transportation and USA/Canada operations of the company ensures the new portal offers a single source of information for all.

“It is very easy to become lost in the multi-media forest when building a website,” continues Richard Lawrence. “We have organised the site to make it as simple as possible for every user, whether contractor, consumer, retailer or specifier. Whether choosing a particular shade of cream, or finding out about our environmental policy and how carpet is made, it can all be done at www.axminstercarpets.co.uk.”

With a stockist by postcode search engine, inspirational photography and online viewable domestic and commercial brochures, the website has the necessary functionality and simplicity demanded by today’s modern internet user.

For further information telephone 01297 630650, visit www.axminstercarpets.co.uk or e-mail sales@axminster-carpets.co.uk

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July 2010

Axminster Carpets has revitalised and expanded its contemporary Princetown collection with the addition of 14 new styles, including the striking Mondrian pattern in three tonal colour variations.

Mondrian’s staccato wide stripe combines with the signature berber fleck of the Princetown collection to create a carpet perfect for contemporary homes, balancing modern structured influences with the soft edge of natural tonal variations.

The 100% pure new wool Mondrian is joined by Matisse, also in three colourways, and Picasso in eight shades. The new designs combine with existing Crest, Gem and Natural Plaid to form a stunning collection of contemporary patterned carpets.

“Many consumers associate patterned Axminster with interpretations of classical scrolls and floral designs, but the Princetown collection shows it is equally adept at modern geometric styles,” says Steve Upperton, Sales Director. “The berber fleck and natural colour palette give the Princetown collection a wide appeal and with patterns ranging from the subtle to bold, this range really has something for everyone.”

Rated suitable for Heavy Domestic use and available in 3’, 12’ and 15’ widths, the Princetown collection could be an ideal carpet to highlight the capabilities and beauty of wool carpet during National Wool Week, which takes place at the beginning of October.

For further information telephone 01297 630650, visit www.axminstercarpets.co.uk or e-mail sales@axminster-carpets.co.uk

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Axminster Carpets will use the Hotel Show 2010 to springboard the launch of its Custom Graphics Collection, a new tufted carpet concept that allows designers and hoteliers to create unique and inspiring carpets for their establishment.

With the established Ready to Weave concept already proving popular among specifiers and clients looking for high performance wool rich woven carpet for corridors, receptions, suites, restaurants and other high traffic areas, Axminster Carpets has introduced the tufted Custom Graphics collection for less intensive areas such as bedrooms.  The result is a complete semi-bespoke and bespoke offering for all areas and all types of hotels.

Controlling every aspect of its British production, from the spinning and dyeing of yarns to precision manufacturing, Axminster Carpets is responsible for producing some of the finest carpets available today and all of its creations are made using the finest wool, 90% of which is sourced from UK flocks.

Axminster Carpets also utilises the most innovative manufacturing techniques and machinery, including eight pitch electronic Jacquard looms and Smart Creel technology to ensure the end results are carpets of the highest quality.

With an experienced in-house design team that possess an innate understanding of carpet and hospitality environments, and whom are capable of producing intricate designs that draw upon diverse influences and interior decor, Axminster Carpets has forged a reputation for the creation of beautiful carpets that reflect the prestige and ambitions of hotels throughout the globe.

Axminster Carpets is one of the best-known names in British carpet manufacturing and has committed to deliver its creativity, expertise, exceptional quality and unparalleled service to the Middle East. Working in partnership with exclusive agent Drapes and Floors, the manufacturer has already provided high performance carpeting for the Sheikh Zayed Sports Stadium and Jal Hotel among others.

For further information telephone 01297 630630, visit www.axminster-contractcarpets.co.uk or e-mail sales@axminster-carpets.co.uk

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JUNE 2010

Specifiers and contractors alike can now witness some of the most striking carpet creations to adorn an array of contract locations across the globe thanks to a new commercial carpet brochure from Axminster Carpets.

Capturing the stunning variety of work carried out by the UK manufacturer in locations ranging from luxury apartments and hotels to sports venues, retail stores and ancestral homes, the brochure also details the history of Axminster Carpets, its drive towards sustainability and the different products and services on offer.

Cataloguing the entire Axminster Carpets Commercial portfolio, the 44-page brochure offers a real insight into the depth of the manufacturer’s ability to produce flooring solutions that meet exacting demands, whether that is a replica carpet within a country retreat, or a contemporary solution for a modern city hotel.

With details of the Ready to Weave semi-bespoke concept that is transforming interiors throughout the UK, as well as a full bespoke service, the ‘Axminster Carpets Commercial’ brochure is an indispensible guide for designers and specifiers looking to create striking interiors. The brochure is available in hard copy format or viewable online by visiting www.axminstercarpets.co.uk.

For further information telephone 01297 630630, visit www.axminster-contractcarpets.co.uk or e-mail commercial@axminster-carpets.co.uk.

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May 2010

Axminster Carpets has entered into a Knowledge Transfer Partnership Scheme with Exeter University, a tie-up designed to further reduce the environmental impact of the Devon based carpet manufacturers operations.

As part of the initiative, Axminster Carpet has called upon the services of Sophie O’Callaghan who joins from Exeter University with a first class honours degree in Environmental Science.  Having been selected from over 40 high-grade applicants, the principle objectives of Sophie’s three-year tenure are to reduce energy usage by 20% throughout the group, investigate potential green energy sources and develop sustainable activities to work towards Axminster Carpets ultimate ambition of a Carbon Neutral status within five years. 

As a joint project, Axminster Carpets will also be able to utilise the resources of Exeter University in line with the aims of the project and a regular committee will track the progress of the scheme as well as Sophie’s development.

“Our signing up to the Knowledge Transfer Partnership Scheme and with it the appointment of Sophie represents our ongoing commitment to reducing the environmental impact of the production and distribution of our carpets.” Comments Josh Dutfield, Managing Director.

“We are passionate about the environment and believe achieving a Carbon Neutral status would be the next milestone on the long road to becoming sustainable. There is no short or temporary fix to sustainability and I am sure that Sophie will help us to make solid steps in the right direction.”

The Knowledge Transfer Partnership scheme is a government funded and considers both the aims of the company and the development of the appointed individual.

For further information telephone 01297 630650, visit www.axminstercarpets.co.uk or e-mail sales@axminster-carpets.co.uk 

April 2010

In keeping with its Natural British Beautiful strapline, Axminster Carpets is rolling out new eye-catching livery across its fleet of delivery vehicles.

As part of reinforcing brand identity and Axminster Carpets’ British heritage, the new livery, to be used on any new vehicles added to the fleet and existing trucks that undergo a facelift, features a prominent stylised Union Jack flag as well as the new logo.

“Our delivery vehicles are visible on every major trunk road in the UK and so represent a first point of recognition for many consumers,” says Steve Upperton, Sales Director. “With this in mind, we wanted to make sure that our visible identity on the road is in complete harmony with what consumers can expect in-store”. 

Axminster Carpets will introduce this new look to lorries that join its fleet, or as existing vehicles become due for makeovers, Steve Upperton elaborates:

 “We take pride in the fact that our delivery fleet is one of the best in the country, with a reliable modern and ever evolving fleet of vehicles.  With frequent new additions as part of our continual investment strategy that sees older vehicles upgraded for newer models, retailers and consumers will soon witness a growing number of new-look Axminster Carpets trucks on roads up and down the country.”

For further information telephone 01297 630650, visit www.axminstercarpets.co.uk or e-mail sales@axminster-carpets.co.uk 

March 2010

Axminster Carpets is calling upon Clive Allen’s experience to provide retailers in the Central and Eastern area of England with the support and service required to maintain excellent relationships and share success.

Having spent 20 years in the medium to high-end segment of the carpet industry, Clive has enjoyed all aspects of account and customer management and will bring his skills and expertise to ensure that Axminster Carpets retailers are well served.

“I am delighted to have the opportunity to work for such a successful carpet manufacturer with an outstanding reputation. I look forward to introducing myself to retailers in my new role as their Axminster Carpets point of contact and delivering the quality of product and service they have come to expect.” Comments Clive Allen, Sales Manager.

Father of two, Clive enjoys art, music, film, photography and he is another welcome addition to the Asxminster Carpets residential sales team as Steve Upperton, Sales Director explains:

“Our relationship with our retailers, along with our diverse high quality portfolio, has been the foundation of our success and we do our upmost to invest in the best possible people to ensure that this continues. In Clive we have a highly experienced sales representative with a proven track record and I am confident he will maintain our excellent relationships with retailers throughout his area.”

For further information telephone 01297 630650, visit www.axminstercarpets.co.uk or e-mail sales@axminster-carpets.co.uk

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March 2010

A bespoke design from Axminster Carpets was commissioned by the QHotels group for its four-star Bridgewood Manor facility in Kent.

Fitted throughout the corridors and lift-lobbies of the contemporary 100 bedroom hotel, the 840m² of 80% wool, 20% nylon carpet was woven on Axminster Carpets’ Super Eight looms ensuring the perfect combination of precision design, durability and appearance retention. 

Trudi Purtill, Director of Group Development, QHotels explains:

“Our design office had not worked with Axminster Carpets before, but as the group expanded through acquisition of other hotel groups we had inherited some of its products and the quality and longevity of these installations impressed me.

“We started with the selection of a warm colour palette in honey golds and creams with a defining contrast of midnight blue to enhance the oak veneer in the public areas of the hotel. By refining our original choice to five tones we were able to achieve the balance we were looking for and all within the budget we assigned.

“Key to the design success of the carpet was the creation of a broken barcode medium scale pattern that appears to turn 90 degrees, taking the eye off the challenging linearity so prevalent in hotel bedroom corridors. Axminster Carpets’ design studio worked with me and successfully managed to translate my ideas perfectly, producing the approved design with only two hand-trials and four CAD print-outs in record time.”

For further information telephone 01297 630630, visit www.axminster-contractcarpets.co.uk or e-mail sales@axminster-carpets.co.uk

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February 2010

On January 25^th 2010, HRH The Prince of Wales announced his intention to recreate enthusiasm for wool with a National Wool Week in September that is being backed by both John Lewis and Marks and Spencer.

As a carpet manufacturer that consumes over 500,000 Kilos of wool per year, Axminster Carpets welcomes this initiative:

“We are pleased that His Royal Highness is turning his attention to the promotion of wool and that the efforts are being backed by two of the best known names in British retailing,” says Steve Upperton, Sales Director. “We hope that this will re-focus consumers on the benefits of wool and with further support from Condé Nast, publishers of titles such as ‘House and Garden’ and ‘World of Interiors’, we are sure that the profile of wool carpets will again be raised through regular coverage in the consumer media, benefitting our network of retailers.”

Axminster Carpets is famed for its wool carpeting and with the recent introduction of the first wool-based carbon neutral domestic range, Swaledale, its position as one of the most renowned wool carpet manufacturers will make it high on the list of considerations for consumers enlightened by the campaign.

With specific mention of his hopes to see a return to woollen carpets and rugs over wood flooring, it is obvious that HRH The Prince of Wales understands the role of carpet within the wool industry:

“Carpet is a major consumer of wool and so our efforts to promote wool as an individual company and through industry initiatives such as the BWMB means that wool is still the fibre of choice consumers looking for the best in luxury and durability from their carpet.

“Every single carpet in our range has a high wool content and many are entirely made from pure new wool. It is one of the most sustainable carpet fibres available today, being both rapidly renewing and supporting UK farming from a socio-economic perspective. 90% of all the wool we use comes from British flocks and we have further plans to develop new ranges made from 100% pure new wool later this year” Continues Steve Upperton.

Axminster Carpets have will back the campaign for a return to wool and hopes that other industry initiatives will also be instigated to ensure that carpet retailers throughout the UK benefit from the renewed interest in wool and woolrich carpets.

For further information telephone 01297 630650, visit www.axminstercarpets.co.uk or e-mail sales@axminster-carpets.co.uk

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