The launch of the wool coffin at the NFE recently has led to a hectic time for the two companies behind the innovation, Hainsworth and JC Atkinson. The show generated over 150 enquiries and these have already resulted in sales of the new coffin.
As well as sales, the interest from funeral directors has led to a development in the range. Many seeing the wool coffins saw the potential to extend the offer to include children’s coffins. Funeral director John Whitehouse in Darlington contacted J C Atkinson with a direct request from a family for such a coffin following the tragic death of their son. Both Atkinson and Hainsworth did not disappoint and within 48 hours a small Swaledale wool coffin was made and delivered for the funeral. John commented: “The family did not feel a traditional wood or picture coffin was appropriate and they were delighted with the quality and the warmth of the coffin”.
Julian commented: “It has always been our intention to offer a special service for outsize or smaller coffins on demand, however we clearly will have to ensure a children’s range is presented to market shortly”.
The activity at the NFE was followed up by a Public Relations campaign launching the wool coffin to the general public. Julian Atkinson and Adam Hainsworth have recently been interviewed on BBC Radio Leeds, Belfast, Scotland, Wales, Newcastle and Gloucester. The story has also appeared in many national and local newspapers and is causing a stir on website blogs.
All the coverage has been very complimentary with great interest in how the coffin is made. Julian and Adam both commented on how it used English wool and had a real place in the market addressing a need to use the surplus production. As a result of the publicity Hainsworth have contracted with some local farmers who have had trouble selling their fleeces to supply direct; this all helps in not only making the coffin environmentally sustainable but commercially sustainable.
Although the concept of a wool coffin is difficult to describe to the general public, the quality and format of the promotional literature is proving to be very important. Produced with knowledge gained from recent market research conducted by FMC, the brochure has pictures of the coffins and ash casket with small swatches of the wool for the family to touch.
The British Wool Marketing Board has awarded the Hainsworth coffins gold place in the recent business award, judges commented on how the English wool market has been recently decimated with the textiles been contracted oversees and how this product could help lift demand and also preserve traditional hillside sheep breeds.
More details can be found on www.coffins.co.uk, www.naturallegacy.co.uk