Feature
Voice of the Trade Dalreen Buchanan Retail Commercial Manager, Ulster Carpets
“
Are consumers more interested in pattern and design? While there is most definitely still a place for plains, in recent years axminster pattern and design has been revolutionised and there is now an even wider variety of style and colour on offer for the consumer. From the tonal designs in natural hues that are echoed in our Natural Choice range through to the classic motifs and scrolls in more contemporary colours in our new Anatolia colourways launching in early Summer. We have also successfully used heather and berber yarns in the development of a number of plain and patterned products. We will introduce four new plaids into our beautiful Country House Beaumont collection in late Spring where these yarns create an elegant and soft texture whilst also being practical as they are often more ‘forgiving’ in the home. How important are co-ordinated ranges? Consumers love to create and reflect their individuality in the styling and interior schemes they choose throughout their home. To achieve flowing schemes consumers can select from Ulster’s many coordinated ranges. These ranges offer individuals the freedom to continue their chosen style throughout their home creating harmonious, luxurious and naturally merging interiors with timeless appeal. We recently launched our Natural Choice Collection featuring nature-inspired axminster designs and co-ordinating plain woven wilton colourways in naturally occurring wool tones. What’s the next big thing? The availability of choice is vitally important across many colours, textures and designs from which distinctive and personally styled interiors can be created. ‘Greiges’ are a beautiful new palette of sophisticated muted grey and beige tones that have a natural organic look. Ulster is launching Grange Wilton in early summer, a new woven wilton range with a beautiful twist finish available in a nostalgic heritage palette that includes soft subdued classic colours from muted greys and earthy naturals through to gentle reds and greens. What’s your favourite Ulster range – and why? It’s hard to choose from our current varied offering, but for me Ulster Velvet stands out. It is luxurious and elegant yet hardwearing, available in a beautiful colour palette to inspire many ideas for creating stylish rooms.
“We are continuing to invest in our commitment to keep our manufacturing operations in the UK in order to provide a high quality, fast and reliable service to our customers.”
56 May 2011
Are environmental credentials a marketing benefit – or just a vital part of the context of doing business today? Vital - It is becoming more important that retailers and consumers know that they are buying a product that is sustainably manufactured, in that neither the product nor the process will have a negative impact on the environment. Sustainability is the foundation of Ulster’s manufacturing process. In the past 8 years, we have collectively reduced our energy use by 46% and carbon emissions by 52% while steadily increasing production volumes. We are well on the way to achieving our corporate goal of being carbon neutral and recycling 100% of our waste within the next 5 years. Ulster’s investment in technology and innovation has been and continues to be key factors in that reduction. We have steadily increased recycling efforts with a target in 2011 of 80% and are proud to have been the first textile company in the UK to be awarded The Carbon Trust Standard in recognition of our achievement and continued commitment to reducing our CO2 emissions. How important is it to be ‘British-made’? Ulster manufactures all of its signature high quality woven axminster and wilton ranges in the UK. Through the continual drive to embrace productivity improvement and invest in innovative technology, we profitably compete with other companies who operate in low cost labour areas of the world - maintaining and securing hundreds of jobs in the UK. Ulster has its own spinning mill, Ulster Yarns, in Dewsbury, Yorkshire where strict quality control measures are implemented from purchasing through to spinning. Wools are not all the same, at Ulster Yarns we have control of the wool contract, selecting and using only the best wools in our carpet to ensure the highest quality of product. By offering ‘British-made’ products we can ensure that Ulster provides a high level of customer service and reliability to the UK Retail market.
“
How has Ulster changed in the last five years? Ulster has continued to listen and act on the needs of its customers embracing technology and innovation to continue investing long term in the UK. In early 2010, Ulster set up a new Retail Distribution Centre ensuring that we continue to exceed the high level of customer service and reliability that we deliver to the UK Retail market and surpass UK mainland based companies.
What do manufacturers need to do better in 2011? As responsible manufacturers we always need to review what we do and look at ways to improve. At Ulster, the customer will remain central to everything that we do. We are continuing to invest in our commitment to keep our manufacturing operations in the UK in order to provide a high quality, fast and reliable service to our customers. How big a problem is the price of wool at the moment? Wool, a naturally sustainable product, is currently in short supply and as a result continues to rise in price. At Ulster, we insist on using only high quality wools and despite the challenges which these rising prices present we will not compromise on the quality of wool which we use. Obviously as wool is the main component in all of our products, the impact of doubling wool prices within 12 months is having a very heavy impact on our cost base. In fact all of our raw material prices have risen rapidly and we have absorbed a high proportion of these price increases without passing them onto the retailer. When do you expect consumers to regain their confidence? The recovery of the housing market would have a significant and constructive effect on consumer confidence. It is hard for us to know when, but we are continuing to invest in the development and launch of new products to ensure that Ulster is providing consumers with the best choice and value for money on offer within the marketplace.
FlooringNews