Nicola and Tom Wylie farm 900 hectares at Lora Valley, on the fringes of the Hokonui Hills east of Winton, a property that has been in Nicola’s family since 1872. Each year they take approximately 27 tonnes of wool off their 6000 ewes. Like many other wool growers, they have pondered how to make the most of their clip, as Nicola explains.

“With wool prices continuing to drop, like most growers we were frustrated that such a quality resource was worth so little at the farm gate. Motivated by other farmers bringing wool products to market, Tom and I started thinking that we too could do something to help lift our return.

“We wanted to create something functional that would showcase some of wool’s amazing properties. We started looking at what was already in the market, what other farmers were doing, and at new processing opportunities that could work for our wool.” 

Although they also carry deer and cattle, sheep have always been the backbone of Lora Valley. After plenty of research the couple launched Lora & Flok, a wool bedding range that uses new technology to increase the loft and performance of wool to manufacture pillows and duvets in New Zealand, using wool from their own sheep. They launched in early September, seeking to improve deep sleep through an initial range including a duvet and a child’s pillow, as well as an adjustable adult pillow.

“We all love sleep. However, for a lot of us our sleep is interrupted throughout the night. A change in body temperature is one of the main reasons people wake during the night. Wool stops this. Research shows wool bedding improves REM sleep by 20 per cent. Advances in wool processing technology make our duvets and pillows luxuriously soft and lightweight.” 

Nicola and Tom learned about these advances when they began working with FibreTech, whose Christchurch factory creates bedding products for export. Nicola approached them to explain the idea and goals behind Lora & Flok, and FibreTech came on board with the Wylies. However, several challenges emerged, with PGG Wrightson’s export arm Bloch & Behrens helping rectify one of the setbacks.

“We had a quantity of wool scoured in Timaru. While we knew the standard for wool bedding is to have it scoured twice, we didn’t know that the length of our wool, which we shear once a year, was too long for that: going through the scour the second time it would become matted and start to felt, which was not what we wanted. Fortunately, Bloch & Behrens were accommodating and purchased that scoured wool. We then had to wait a painstakingly long time for our sheep to again grow their wool long enough to shear, though not too long to be successfully scoured twice.”

Lora Valley wool is made into two different products: Flok Fill and Flok Web.

Flok Fill is a loose filling of springy wool balls that move independently within the pillow to contour against the sleeper’s neck for support, enabling the Wylies to market the Lora & Flok Classic pillow as fully customisable. 

“When buying a pillow, knowing what height and density of filling to choose can be frustrating, even more so if you get it home, find it uncomfortable and are then unable to change it. Our pillows come with an extra bag of ‘Flok Fill,’ plus instructions to easily add or remove fill for a completely customised fit,” says Nicola.

Flok Web is a unique application of wool developed by Peter Sheldon of FibreTech, working with the Wylie’s ewe fleece. 

“Flok Web is a soft and slightly more structured filling that combines our Flok Fill with other Lora Valley wool, ensuring the fill won’t shift within the duvet, while keeping it lightweight yet cosy. 

“Traditional wool duvets can feel heavy. We wanted to create a duvet that has a lightweight comfort similar to quality down, only better because it is 100 per cent wool.” 

Lora & Flok bedding has all the benefits of other wool products: regulating body temperature and wicking moisture away from the sleeper being two key features. 

“Feather and down is designed by nature to trap heat against the body, which it does amazingly well, though a hot sleeper will sweat throughout the night, and wake up either too hot, or once the sweat cools them down. Wool wicks that moisture away from the body to keep your temperature consistent all night, ensuring deeper, more restorative sleep.” 

Those who have already slept with the range are happy: Lora & Flok products’ warmth, light weight, fluffiness, natural characteristics, breathability and ability to help regulate body temperature among the frequently praised qualities.

Establishing a start-up company, from initial idea to official launch, has taken plenty of persistence.

“Patience is important. Everything takes a long time, you need to be ready to meet the many challenges, and product development is never a cheap exercise, especially once you start production and need to meet minimum order quantities.  When investing that much money into something, you have to really back yourself and your idea.”

Lora Valley has been a PGG Wrightson wool client for as long as anyone can remember, with Lawrence Paskell the Wylie’s current rep. Lawrence rates the standard of their product.

“Lora Valley is a good farm, with an excellent flock. Although their second shear used to be well worthwhile, the current low value of wool against the high cost of shearing has persuaded them to drop that, and they are now shearing once a year. They regularly contract wool with us, particularly lambswool. Lora Valley wool always rates well for quality and colour.”

Nicola’s motivation is simple: to improve the farm’s wool return while helping spread the word on why more kiwis should choose wool.

“Ideally we would like to establish a steady demand for our products, making them available within stores throughout New Zealand.  

“Extending the range is also a goal. We have a lot of ideas on how to expand, though first we’ll see how things go over the next 12 months,” she says. 

Conscious of her family’s heritage as the fifth generation on Lora Valley, and the legacy she wants to hand on, Nicola has another aspiration for Lora & Flok: “It’s my way to put my own mark on the farm.” 

Check out their range or products on their website www.loraandflok.co.nz and follow on Instagram www.instagram.com/loraandflok

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