Local wool will have access to 20 per cent of the US flooring market thanks to a deal between New Zealand's Just Shorn and flooring giant CCA Global Partners (CCA).
CCA, a US and Canadian co-operative, has 14 business brands and 2700 outlets. Next year Just Shorn carpets will be stocked in all its stores.
It is a major coup for Just Shorn, a 50/50 joint venture between farmer-owned Primary Wool Co-operative and Elders Rural Holdings.
The carpets are being made from wool sourced from Elders Primary Wool and largely produced in New Zealand in partnership with Australasian carpet maker Godfrey Hirst.
Central Hawke's Bay farmer and a director of Primary Wool Co-operative, Hamish de Lautour, called the arrangement a "hugely interesting concept".
"The growers are getting a premium and the retailers are getting the carpet at a price that they can sell it to a whole new bunch of consumers," he said.
"While it is expensive it is nowhere as expensive as wool carpet historically, because of CCA's buying power, their ability to keep their foot on Godfrey Hirst and Godfrey Hirst's ability to provide it at a lower price because of their fully integrated pipeline.
"So actually everybody is making something out of it. The whole thing is designed around a New Zealand-brand story with New Zealand imagery, sheepdogs, family life - the Americans just absolutely love it.
"They have never seen anything like it before and many don't even know where wool comes from ... I couldn't believe it when I went over there. That was the first thing that struck me - they were going, what's a sheep? And we've paid millions and millions through the Wool Board over the years and wondered why we haven't got anywhere."
CCA flooring retailers Ron and Debbie Wood visited Hawke's Bay this week in preparation for stocking New Zealand product in Wyoming stores.
Mr Wood said the US market was ready for Just Shorn.
"The big push for environmentally green products in the US is really strong right now, so it's a good opportunity," he said. "Making use of pictures of sheep out in the field - a very natural earthy look - is very popular. From the farmer to the consumer without a lot of middle men - that's pretty exciting for us."
They have visited every part of the supply chain in New Zealand, including Hawke's Bay Woolscourers in Napier yesterday.
Chief executive Nigel Hales explained how his company managed to compete with the scale of Chinese scouring plants by concentrating on quality: "Because we are a commissioned wool scour we have had to focus on quality - there is no part of the plant that isn't measured minute by minute."
However, the New Zealand market had turned away from wool carpets recently, Mr Hales said.
"The percentage of wool-rich carpets in New Zealand about 18 months ago was probably about 80 per cent, now it's about 50 per cent."
Mr Wood said a similar movement happened with clothing in the US: "All of a sudden everyone had to have permanent press, no-iron fabrics. They don't hold up, they don't look good and they don't feel comfortable or wear well. They have now gone back to 100 per cent cotton."
US consumers were ready for the Just Shorn range, he said, with customers awaiting samples on his return.
A New Zealand-sourced product was not difficult to sell.
"In the US there is no question about the quality of New Zealand wool - it's the very best."