Natural Legacy woollen coffins benefit from collaboration

Sales of Natural Legacy woollen coffins have risen dramatically following the Co-operative Funeralcare’s decision to offer them as part of its range.

Produced by textile manufacturer Hainsworth, the coffins’ sales have risen by more than 50 per cent in the past six months when compared with the first six months of the listing.

Independent funeral directors are responsible for 70 per cent of the sales of Natural Legacy coffins, with the Co-operative Funeralcare making up the remaining amount.

Along with its partner JC Atkinson, the Natural Legacy team provided the Co-operative Funeralcare with extensive product advice prior to the coffins going into the organisation’s range.

Quality director for Natural Legacy woollen coffins Rachel Hainsworth said: “We are delighted with how well our agreement with the Co-operative Funeralcare has gone during the past year.

“I think a big part of this [success] has been to do with the time and resources the Natural Legacy team and our distribution partner JC Atkinson have invested in ensuring funeral directors really understand the many benefits of our products.”

Operations director for the Co-operative Funeralcare David Collingwood added: “As a result of the business offering these woollen coffins as part of our range, we have seen a rise in the number of clients choosing to go down the eco-friendly route when arranging a funeral.”

Hainsworth predicts that 200 Natural Legacy coffins will be sold every month by the end of 2013.

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