TIME magazine (@TIME) reports about a British company that successfully discovers new markets — and innovates new applications — for its product:
Hainsworth (@AWHainsworth), a 225-year-old, family-run wool mill in West Yorkshire, England, has developed niche uses for wool. Its product range includes the uniforms worn by the Royal Guards at Buckingham Palace, the felt lining inside Steinway pianos and the interior headlining used in Rolls-Royce and Bentley automobiles. But it is one of Hainsworth's most recent, and most unique, new products that's making the company's competitors look sheepish: woolen coffins....
The idea for woolen coffins came about thanks to a bit of sheer luck. A marketing student who was interning for Adam Hainsworth discovered that in 1667, Parliament — hoping to bolster the textile industry — passed a law requiring all corpses be buried in a woolen shroud. Good idea, Hainsworth thought, though clearly in this day and age something sturdier would be required. So with the help of a funeral director he knew, he built a prototype casket — bulked up with recycled cardboard — and took it to JC Atkinson, the UK's largest manufacturer and distributor of coffins. The company liked the idea and agreed to help shepherd further development and act as distributor. Six months later, at a June 2009 trade show, Hainsworth took the wraps off the woolen coffin.
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