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Global Partners to extend Just Shorn™ brand

August 28, 2012

CCA Global Partners ® (CCA), North American flooring cooperative and the largest flooring retailer in North America, has announced at their recent July 2012 retailer conventions in Florida, their plans to expand their exclusive Just Shorn™ New Zealand wool carpet collection across its entire flooring retail business from early 2013.

Following the New Zealand wool carpet brand’s successful launch in April of 2011 to over 80 stores of CCA’s luxury retail group, the International Design Guild, CCA will now extend the Just Shorn™ collection of carpets, made from natural and sustainable New Zealand wool, across its other retail divisions which include Carpet One Floor & Home, Flooring America, Flooring Canada and ProSource.

“We are very excited to bring the Just Shorn™ New Zealand wool carpet collection to market.” says CCA Global Partners® Co-CEO Rick Bennet, “This promises to be a real game changer for the way the consumer thinks about wool carpet. The natural attributes of the product along with its sustainability story is right on target. The added dimension of a cooperative of New Zealand family growers working directly with a cooperative of North American family retailers makes this all the more compelling. This changes what is otherwise a commodity to a story of common sense, fashion, sustainability, and real people.”

Elders Primary Wool (EPW) Chairman Stuart Chapman attended the July convention with three New Zealand wool growers, who gave the CCA members an informed and very personal introduction to New Zealand wool and the Just Shorn™ brand. “We are absolutely delighted after all the commitment and hard work, to announce the expansion of our partnership with CCA Global Partners® and to be able to share the great story of New Zealand wool and the passion of the farmers who produce it, with a much wider audience” said Stuart Chapman.

Carpet One Floor & Home and Flooring America retailers welcomed the Just Shorn™ brand initiative with enthusiasm with many retailers signing up immediately after the presentation to obtain not only the beautiful line of carpets, but also to be the first to view the innovatively designed display options that CCA has developed exclusively for Just Shorn™. The carpet range will be in retail stores from early 2013, strongly supported by a comprehensive marketing and education programme, designed to re-educate US consumers on the attributes of wool flooring.

The collection will be made from high quality wool sourced from Elders Primary Wool (EPW) and largely produced in New Zealand in partnership with Australasian carpet maker, Godfrey Hirst. US manufacturer, The Dixie Group will also produce a small
portion of the range.