Sustainability, provenance and quality are major areas of focus in the industry now while home interior trends are also an important part of our customer’s decisions, as they are seeking designs and colours that fit within their homes and personal style.
For Waverley Mills, sustainability has always been an important part of its policy for more than 140 years, using natural fibres which are biodegradable, recyclable, and a natural resource.
“Our wool, alpaca throws and blankets are very sustainable but we go a step further,” says director, Andrew Cuccurullo.
“As part of our manufacturing process we minimise waste by producing a range of luxurious, quality recycled wool blankets and throws made from the unused fibre, offcuts and seconds blankets. This waste is shredded, blended with our softest wool and spun to make our recycled yarn. Our unique recycled range is extremely popular and is demonstrative of our commitment to sustainability.”
As Australia’s oldest working textile mill (established in 1874), it produces designer wool products that are guaranteed to last, are beautifully and carefully crafted, and ethically produced.
“I was attracted to the Mill’s history, the Tasmanian/Australian made aspect, the sustainability practices and most importantly, the product quality. Being part of a great Australian story motivates me every day,” enthuses Cuccurullo.
Part of that story is to buy locally and employ locally. To grow locally, the company knows it needs to support locally.
“We aim to use Australian based companies and services and source natural fibres from local suppliers in Tasmania where possible. Our team is based in Launceston, Tasmania and our goal is to continue to generate local employment opportunities.
“We give back to those in need and have partnered throughout our long history with charities like St Vincent de Paul and Mary’s House in Sydney (a refuge supporting victims of domestic violence) and we are about to start work with Two Good, a Sydney based charity (also supporting victims from domestic violence) . We are always seeking new ways for community involvement, for instance, by donating superfine wool throws to fundraising activities in schools within our region.”
Cuccurullo adds the company loves to support retail businesses, especially those who have a genuine interest in supporting Australian companies and have experienced success with our product range.
“We are always open to new ideas on how we can support our retailers. If any are interested in in-store marketing materials, they can always contact us.”
Any last tips for retailers stocking Waverley Mills products? Display and merchandising are key, he says.
“Waverley Mills range has a breadth of colours and designs that are an asset for any retailer wanting to attract the eye of a customer who is seeking on trend or heritage products.
“Natural fibres and textures also provide the opportunity for tactile engagement. Be sure customers are able to feel the softness and sensation of the products.
“Display product brochures and point of sale material outlining product history, quality, provenance and their life time warranty.
“Our focus is to grow through innovation and sustainable methods whilst retaining the essence of the Waverley Mill’s brand quality. Combining the best of the old-world mill and modern business and retailing practices, is paramount to our future growth,” adds Cuccurullo.
By Marion Gerritsen