Our History
Wisewool is a family business. Our ties to the wool industry in Tairāwhiti Gisborne stretch back more than 130 years when a young William Henry Smith decided to take a chance on a parcel of land on the banks of the Taruheru River.Late 1800
A young Englishman by the name of William Henry Smith makes the arduous journey from Christchurch to the Tairāwhiti Gisborne region.
1894
William settles on a promising piece of land by the Taruheru River at Hexton. Here, he establishes the area's first wool scour and forms W H Smith Ltd. He begins sourcing wool from local sheep stations and exporting internationally. These founding relationships with local farmers will continue for generations.
1920
Keeping it in the family, William's son Albert takes over the reins at W H Smith Ltd. Under his leadership, the business goes from strength to strength.
1930
The Great Depression hits, and though the company wavers, it pushes through and continues to grow. Then, WWII is declared, and Albert takes up the call to fight for his country. Those left behind at W H Smith Ltd support the war efforts by producing wool for uniforms.
1945
As war's end draws nearer, William's grandson R B Hansen (Bruce) takes on the role of wool buyer. Leaving King's College in Auckland at just 17 to join the family business, he's young but eager to battle it out at the national wool auctions.
1950
The wool market booms. Prices at the 1950-1951 national auction soar to unprecedented heights. Greasy (unprocessed) wool rakes in an average of 144 pence per pound, the equivalent of $55 per kilogram in today's climate.
1952
Wool’s golden years have begun and growers revel in it, spending and expanding. W H Smith Ltd acquires a new piece of land at Awapuni's Midway Beach and relocates its wool scouring operations there to be closer to the port.
1970
Change is afoot. Bruce Hansen commissions New Zealand's newest wool-scouring machine for the Awapuni factory. The factory is renamed the 'Gisborne Wool Company Ltd', while W H Smith Ltd remains the wool trading company.
1980
Bruce's sons, Henry and Andrew Hansen, enter the family business. New buildings are added to the Midway Beach site to account for growing demand and rising wool prices. Unbeknownst to all, this growing success isn't destined to last.
1990
What goes up must come down: The world wool price collapses. Over disagreements with management and strategy, the country's farmers withdraw support and levies for the New Zealand Wool Board, and it folds. W H Smith Ltd and Gisborne Wool Company Ltd endeavour to adapt and evolve to persevere through the downturn.
2000-2015
Prices for strong wool remain despairingly low. It now costs farmers more to shear their sheep than the price they receive for their wool. With no farming levy for marketing, New Zealand wool slips from the consciousness of international buyers and consumers. Still, the family business pushes forward.
2016
In a proactive move, Gisborne Wool Company Ltd joins with neighbouring Fred Tate Wools Ltd to become East Coast Wools Ltd, the largest wool broking and buying company in the Tairāwhiti region.
2020
Covid-19 sends the country into lockdown. CEO Henry Hansen initiates conversations with the family to investigate the wool industry's future viability and possible means of adding value.
2021
Wisewool is born. Revolutionary machinery is imported from the United Kingdom, and product development of our new super wool begins. William H Smith's great-great-grandsons Angus Hansen and Harry Urquhart-Hay join Wisewool in operations, and sales & marketing. Nicky Hansen is also brought on board to lead innovation & product development.
2022
As the endless applications of Wisewool fast become apparent, demand soars. New machinery is purchased at a manufacturing plant in Te Poi, Waikato, to keep up with the unprecedented interest temporarily — but a bigger plan is in the works. Designs for a new Gisborne factory and manufacturing facility are developed and scheduled for completion in 2025.
