For over 130 years, Wisewool has blended heritage with innovation to champion the future of strong wool – wool of 30 microns and above. As a fifth-generation family business, it remains deeply rooted in tradition while leading what it calls a ‘global wool renaissance.’ Driven by a mission to showcase wool’s remarkable natural properties and ensure fair returns for its farmers, Wisewool is proving that this extraordinary material is the ultimate sustainable fibre.
Wisewool’s journey began in the 1880s when W.H. Smith emigrated from the United Kingdom to Aotearoa New Zealand. Seeing an opportunity in the country’s vast sheep farming industry, he established one of the first wool scours. The company expanded over generations, now working with over 200 farms across the wider Tairāwhiti region, some of which have supplied wool for more than a century.
Despite its long history, Wisewool was impacted by declining wool prices as a shift in consumerism saw manufacturers sidetracked by synthetics. Recognising the need for change, the company transformed from a commodity trader into a value-added manufacturer, creating Wisewool™—a range of wool materials where fibres are intricately intertwined into ingredient products for businesses.
This shift allowed Wisewool to process wool in its own facility in Matamata, creating high-quality, 100% natural wool products that replace synthetics in furniture, bedding, and interiors. With sustainability now front-of-mind for consumers, growing environmental awareness has supported what the business calls a ‘global wool renaissance’. Wisewool is now in a position to pay its farmers a Wisewool Bonus, choosing to pay 20% to 30% above market prices, securing a more sustainable future for the industry.
“We knew that if farmers weren’t paid fairly for their wool, there wouldn’t be a wool industry left,” explains Harry Urquhart-Hay, Wisewool’s Sales and Marketing Director. “It was a major shift for the business, but one we knew we had to make.”
Seeking to establish credibility for its innovative Wisewool™ in international markets, the business joined the FernMark Licence Programme. A trademark officially recognised and endorsed by the New Zealand Government, the FernMark strengthens the brand’s reputation on the global stage, reinforcing consumer trust and purchasing confidence.
“The FernMark is a symbol of trust,” says Urquhart-Hay. “It reinforces our story and values, ensuring our international customers know they’re investing in high-quality New Zealand wool.”
At the heart of Wisewool’s philosophy is integrity. As a family business with over a century of experience, it is committed to honesty, transparency, and long-term relationships with farmers and customers alike.
Wisewool’s drive to promote New Zealand wool also extends beyond its own business. The company collaborates closely with industry leaders to revitalise strong wool, strengthening its reputation as a premium, sustainable fibre. By educating businesses and consumers on wool’s environmental and functional benefits, Wisewool is supporting a growing demand and encouraging long-term investment in the industry.
Recent partnerships with innovative New Zealand brands have further advanced this mission. A collaboration with leading furniture manufacturer, Harrows, has seen Wisewool’s natural wool products replace synthetics in high-end upholstery. The company also partnered with Hotel Britomart, providing premium wool fill for its pillows, cushions and day beds. These partnerships not only reinforce Wisewool’s values but also contribute to broader sustainability efforts.
“Working with like-minded businesses that prioritise natural, durable materials is incredibly rewarding,” says Urquhart-Hay. “These partnerships help showcase the versatility of wool while proving that sustainable choices can also deliver superior comfort and performance.”
With a strong foundation in heritage and a forward-thinking approach, Wisewool is focused on scaling its export business, particularly in key markets such as Australia and Indonesia. It continues to explore new applications for strong wool, working with industry partners to expand its use in high-value, sustainable products that highlight its versatility and environmental benefits. Through a combination of tradition, innovation, and unwavering values, Wisewool is proving that the future of New Zealand wool is bright.