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AWI partners brands in product development

Australian Wool Innovation (AWI) works with leading brands such as Adidas and Max Mara in new product developments. AWI partners premium brands and strategically invests in targeted campaigns – through both digital and traditional channels – to help create demand for Australian wool among consumers in key markets globally. It is determined to maintain the momentum in its international marketing efforts and in its investments in R&D. The aim is to unite the wool industry behind a common goal: to help woolgrowers be their best and get the best returns for their hard work. AWI collaborates with leading manufacturers and brands to promote the premium natural benefits of wool as a performance fiber.

The company is committed to greater engagement with Australian woolgrowers. The board is trying to have the right mix of skills and experience. A general manager of operations has been appointed– a new role that will allow the CEO to focus on more strategic activities. Meanwhile, wool prices have hit record highs in recent months. In 2018 growers were able to reap the benefits of an increase in the average EMI of 23 per cent from the previous year. The sports, outdoor and athleisure markets are helping drive up demand for Merino wool.

 

 
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