Marking a new era for Australian Merino wool
SYDNEY, Australia, Aug. 27 /PRNewswire/ -- Australian Wool Innovation
(AWI) is pleased to unveil its new corporate identity and brand portfolio
marking a milestone in the innovation and marketing of Australian wool. The
company's new logo features a symbolic stylized ram's head as its calling
card.
(Photo: http://www.newscom.com/cgi-bin/prnh/20080827/NYW030LOGO )
AWI will spend more than $120 million over the next three years
relaunching Australian Merino back into the international marketplace as the
world's best luxury fiber. New licensee programs for the Australian Merino(TM)
and the Superior Merino(TM) and Superior Merino Blend(TM) brands will be
rolled out globally from the end of August 2008. These trade marks will work
alongside the Woolmark, supported by a new accreditation and testing regime.
It represents an important turning point for Australian Merino and the
35,000 Australian woolgrowers whose sheep graze one quarter of the country and
produce approximately 400 million kilograms of fleece, worth around AUD $2.8
billion annually; representing close to 85% of the world's apparel wool.
"We are committed to supporting our hard-working Australian farmers, now
the world's largest wool producers," said Craig Welsh, AWI CEO. "AWI is
dedicated to the ongoing development of high value-adding services to provide
woolgrowers, AWI shareholders, trade, retail and marketing partners with the
tools they need to prosper. We have worked over many months to develop a brand
stable that offers new and existing licensees tangible benefits for using
Australian Merino wool. We look forward to working with AWI's business
partners to shape the future of what AWI believes is the world's most
luxurious natural fiber."
Australian Wool Innovation is a not-for-profit public company that invests
Australian woolgrower and Australian Government funds in research, innovation
and the support of businesses and individuals throughout the Australian Merino
supply chain.
"The global swing toward eco-friendly products brings opportunities for
the natural fiber textile industry and Australian woolgrowers," said Craig
Welsh. "Active and informed consumers are insisting on greater integrity and
authenticity in the products they buy. Australian Merino wool is completely
natural, biodegradable, sustainable and authentic, making it a sound choice
for retailers, suppliers and consumers. We want our new brands to communicate
and champion these important ecological messages."
"North America is vital to our plans," explains Robert Langtry, Chief
Marketing Officer for AWI, "We believe our natural fiber status and quality of
product will appeal to the luxury end of the market, and we are gearing up to
support our partners in telling a new generation of consumers why Merino
garments are the best natural fiber alternative."
ABOUT AUSTRALIAN WOOL INNOVATION (AWI)
Australia stands as one of the world's largest producers of wool. The
Australian Merino grazes a quarter of the Australian landscape and produces
half a billion kilograms of fleece worth around $2.5 billion a year. AWI is a
non-profit organization funded by over 35,000 wool-growers, producing one of
the world's most luxurious and dynamic natural fibres. AWI looks forward to
the global revival of the Woolmark brand; and the next 200 years for
Australian Merino wool.
For more information, please visit www.merinoinnovation.com.
SOURCE Australian Wool Innovation
Sarina Fierman Appel of Laforce+Stevens, +1-212-242-9353,
sappel@laforce-stevens.com, for Australian Wool Innovation
