Krista Eliason has joined Carrfields Primary Wool North America as managing director.
According to the company, the position was created for Eliason to manage the projected growth into this market. Already underway is a joint venture with Carlisle Wide Plank Floors.
"We see the [joint venture] with [Carrfields] as one of our main pillars of growth for Carlisle," said John Blaine, CEO of Carlisle. "Our values around sustainability and craftsmanship of fine heirloom quality product are completely in sync."
Eliason comes to her new role with a rich background in the industry. She started out working within the industry as advertising and marketing manager for Wools of New Zealand in the late 1990s. She has deep roots in collaborating with wool growers of New Zealand—especially working with influential and respected growers such as Anabel Tripp, Howie Garner and Hamish de Lautour.
"Krista has been a passionate supporter of our wool cooperatives and the growers of New Zealand for many years," said Craig Carr, director of Carrfield New Zealand. "As we look to expand our footprint in North America, we are very excited to bring Krista to the helm. She brings such a wealth of knowledge, creative ideas and an amazing track record of leadership to her new role with us, and we're very excited about future projects and products that will come out of this."
Most recently, Eliason served as president of International Design Guild (IDG), the luxury division of CCA Global Partners. She joined IDG in 1999, where she focused on differentiating the groups luxury position within the interiors community. In addition, Eliason partnered with celebrity designer and social entrepreneur Mark Brunetz to launch Design for a Difference (DFAD); a cause-related marketing initiative that brings socially-conscious showrooms together with interior designers and other businesses to makeover spaces at local charities.
"Design for a Difference is about building and strengthening communities from the ground up," said Mark Brunetz, North American spokesperson for DFAD. "The success of the movement is a direct result of Krista's insight and prowess for bringing communities together through charitable partnerships."
Under her leadership, the division grew to 85 decorative showroom locations with sales of more than $500 million in aggregated sales. Eliason was an early adopter of HRH The Prince of Wales, Campaign for Wool and has been fortunate to have had multiple invitations to meet with HRH to discuss the importance of wool as a sustainable, renewable resource.
"Krista has been a prime driver in introducing the Campaign for Wool in to the North American flooring sector," said Bridgette Kelly, Campaign for Wool. "Her belief in and commitment to the fiber and her instant support for the educational marketing ambitions of the Prince's Campaign led to the launch of the Campaign's CEU program for designers. Her inspiring collegiate approach enabled a swift outreach and created tangible opportunities for real wool at consumer level."
Eliason and Kelly among other key leaders in the North American Wool Market have established the North American Wool Alliance. This organization will work in coordination with The Campaign for Wool, growers, manufacturers, importers, retailers, trade showrooms, designers, spinners and lovers of renewable products to educate, network and market wool in North American venues.
For more information, visit cpwool.co.nz.