Stylish and Natural: Bremworth’s quality wool flooring for kiwi interiors

Leading up to its transformation, the company noticed consumers were starting to make more considered product choices to align them with their values and beliefs around health and wellness and the environment – a trend seen across a wide range of industries, from cosmetics and clothing, to vehicles and, of course, furnishings.

“The carpet industry was, and still is dominated by products made with imported synthetic fibres which are essentially plastic. And plastic is a global problem,” explains Bremworth’s CEO, Greg Smith. “So it made good sense for us to ditch synthetics and build on our heritage and strengths, to 100% focus on manufacturing carpet made with 100% homegrown natural wool.”

The number one reason for this move? Its customers.

Bremworth’s philosophy is that sustainability isn’t a choice – it’s a necessity. Through research projects, the local company is paving the way and contributing towards the wider goal of a “planet-friendly future”.

“Our purpose is to find a more sustainable way. Part of achieving this is creating partnerships, and this is one of our key focuses for the brand going forward.”

One of those key partnerships is part of Bremworth’s $4.9 million research-based sustainability programme that began last year with support from the Ministry for Primary Industries’ Sustainable Food and Fibre Futures fund. The key focus of this programme is to find more natural and circular solutions, and to assist with this work Bremworth has partnered with the University of Auckland and AgResearch to achieve results quicker.

“Now that we’ve ditched synthetics, we’re laser focused on how we can remove the remaining synthetic or unnatural components from our products. By focusing on green chemistry and working on natural alternatives through the entire product, we are working towards a product that can be upcycled or safely returned to the earth at the end of its life,” says Greg.

Paired with this research is also the improvement of Bremworth’s manufacturing processes.

“We understand from our external experts that 80% of environmental impacts of everything that we make, use and consume, is determined at the design stage,” explains Greg.

With facilities in Napier, Whanganui and South Auckland, there has been a strong focus on ensuring these plants are operating as efficiently as possible through the use of technology, innovation and teamwork.

“One of the early changes has been to transition to electric forklifts as part of the decarbonisation process. We are also investing in Industry 4.0 technology such as digital twins, with their real-time data, simulation and machine learning to assist us in decision making.”

All of this work is helping Bremworth take ownership of its product lifecycle while offering consumers desirable, safe, sustainable and high-performing flooring options.

Wool carpet can help dampen sound and improve a room’s warmth – helping your space feel warm and cosy. The fibre is also naturally durable, fire and stain-resistant and easy to clean.

This Kiwi brand has definitely shown that wool is a brilliant fibre for design innovation and overall performance in the home, while being environmentally focused at the same time. What more could you want for your interior?

“It’s about finding a more sustainable way in each decision we make. It’s not just writing on a wall – it’s really important to the brand and we’ll keep searching for more natural alternatives to lessen our impact on the planet,” says Greg. “There’s a lot more to expect from Bremworth in the years ahead.”

Explore Bremworth’s range of high quality, New Zealand made flooring choices and see how they can be used in your interior project.

Words by Cassie Birrer