An Auckland company has been fined more than $100,000 for trying to pull cheap wool over customers' eyes.

Duvet and rug dealer Nangong​ and owner Yun Qiang​ Hou have been fined $109,000 for falsely claiming duvets contained alpaca fibre and were made in New Zealand.

The wool was actually sheep's wool and the duvets were made in China.

The parties pleased guilty in the Auckland District Court to 14 charges of misrepresentation laid by the Commerce Commission.

READ MORE: Regulator alleges Auckland duvet-sellers misrepresented alpaca, cashmere content

Commissioner Anna Rawlings said buyers paid $700 for a duvet that was worth about $240.

"This type of offending also harms competitors in the same market who are selling genuine alpaca wool products which are New Zealand made," she said.

The claims were made on packaging and labelling and included images of alpacas, a silver fern and the Woolmark logo.

The product also featured phrases like "made in New Zealand", "pure alpaca wool" and "premium alpaca duvet".

Nangong​ imports and supplies alpaca duvets, possum and wool duvets and rugs to three retailers in Auckland.