Bremworth ditches 100% wool carpet, reintroduces some synthetic product

Friday, 9 May 2025

The $2 million-plus advertising investment from Bremworth in support of its all-wool carpets was believed to be one of the highest ever from a Kiwi company to support a wool product brand.

In a significant turnaround from five years of touting its all-wool carpet portfolio, listed carpet producer Bremworth will loosen its commitment to 100% wool carpets and reintroduce synthetic carpet into its range.

In a statement to the NZX this morning, Bremworth said the move to reintroduce synthetic carpets had been in response to feedback from major carpet retailers, who, it said, wanted it to return to producing both wool and synthetic carpets.

The company will recommence production of synthetic carpet at its Auckland-based facility in the next financial year.

The move effectively jettisons a major overhaul in 2020 which saw Bremworth, then called Cavalier, commit to phasing out synthetics in favour of wool and natural fibres. The company gave itself 12 months to transition away from the manufacture and supply of synthetic fibre carpets, which it said had “negative impacts on people’s health and the planet”.

The more controversial ads were eventually removed but those championing the company’s 100% wool carpet portfolio remained a mainstay.

It stopped ordering synthetic yarn, sold down its remaining synthetic fibre stock, and won plaudits for a more than $2 million advertising campaign so critical of synthetic carpets - likening a household of synthetic carpet to the equivalent of 22,000 single use plastic bags - that rival Godfrey Hirst took legal action under the Fair Trading Act.

The dispute was settled out of court, with Bremworth removing some of the spicier claims.

Not just selling all-wool carpets but also helping boost the New Zealand strong wool industry has been central to Bremworth ever since, with the company and its former CEO Greg Smith a key part of groups aimed at promoting wool use. For example, Bremworth was central to an effort to reverse a recent decision by Kāinga Ora to exclude wool carpet from a major government housing tender.

Former Bremworth CEO Greg Smith was the driver of the 100% wool push. He stepped down in April after much of the board was removed by disgruntled shareholders in March.

The decision was reversed after a concerted campaign by Bremworth and others to highlight the benefits of wool and reinforcing its place in New Zealand’s housing sector.

However, in March, Bremworth was subject to a ‘bloodless coup’ when a group of shareholders, including descendants of the original founders of Cavalier Bremworth, demanded a new board after years of what they called the company’s financial under-performance. They succeeded in installing new directors and a new independent chairman, Rob Hewett, also co-chairman of Silver Fern Farms Limited and chairman of Farmlands and New Zealand Woolscours Limited (WoolWorks) among other appointments.

Greg Smith stepped down in April, by “mutual agreement”.

Hewett has been contacted for further comment.

In a statement to the NZX, Bremworth said the new synthetic range would comprise a “small, but carefully curated, number of products, will be distributed under a separate brand to distinguish these products from its Bremworth-branded all-wool products.

“No new capital expenditure is required as the company already has all necessary equipment and capability within its existing business. The company anticipates a minor increase in headcount to support the additional volume.

“Bremworth remains committed to growing and strengthening its wool carpet segment, which will be assisted by the broader production base.”