A major Chinese textile company has signed a strategic partnership with Wools of New Zealand, bringing a new level of international exposure to Kiwi-grown wool through a “farm to floor” storytelling campaign targeting Chinese consumers.

Shanghai-based Saibosi, a market leader in online rug retail sales in China, recently visited the South Island to formalise the agreement in Christchurch.

As part of the visit, the company filmed on wool-producing farms to showcase the origins of New Zealand wool for its customers.

The footage will be used to promote the authenticity and quality of New Zealand-grown wool in Saibosi’s expanding residential rug range.

John McWhirter, chief executive of Wools of New Zealand, said the partnership reflected a strong commercial and cultural alignment.

“Residential rugs is a new growth market in China, and Saibosi is a well-known consumer-focused brand that prioritises quality and authenticity,” McWhirter said.

“They’ve ranked first in national online rug retail sales for five consecutive years from 2020 to 2024 and have won multiple international awards for their residential rug designs.”

He said the collaboration will help connect Chinese consumers with the full story behind New Zealand wool — from responsible sourcing and environmental stewardship to the care of animals and farming communities.

“We were delighted to arrange for Saibosi to film at our farmer-shareholders’ farms and experience first-hand how our wool is ethically and responsibly grown,” he said.

“This allows us to bring the Wools of New Zealand brand, experience and story directly to Chinese consumers.”

The agreement is expected to boost demand for New Zealand wool in a key growth market, while supporting local farmers and the premium natural fibre industry.