New direct-to-consumer wool carpet service aims to cut out middleman

A new initiative aims to cut out the middleman and provide more value to wool growers and farmers. 

Wools of New Zealand has launched a direct-to-consumer service, allowing Kiwis to buy wool carpet directly through its Laneve brand. 

It's aiming to compete with synthetics on price while returning more to growers. 

CEO John McWhirter told Mike Hosking you can still buy their products via retailers – this is just another channel for customers. 

He says all the services you can get in a traditional brick and mortar shop are available on the website, and customers can see how different products would look in their homes, and an estimated cost.  

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