2006 News
Australian Merino wool showcased around the globe
13 July 2006
Australian Wool Innovation (AWI) has signed a historic agreement with international retailer Benetton, which will bring new premium quality Australian Merino wool products to over 8 million customers around the world.
Through new garments and innovative textile technology, the use of Australian Merino wool in the Benetton range will double to 4 million kilos clean; by the end of the two year agreement.
AWI Chairman, Ian McLachlan said co-branding throughout the 5,500 Benetton stores in Europe, USA and Asia will influence not only the consumer, but also the broader textile and apparel industry.
"This agreement with Benetton will have a significant ripple effect throughout the textile industry as competitors see new products from Benetton using Australian Merino wool," Mr McLachlan.
As part of the agreement with AWI, Benetton will invest in developing new product lines and a targeted marketing campaign, including specific Australian Merino wool branding.
AWI has committed $1.6 million to fund seven research projects to develop new processing techniques to supply Benetton with new fabrics and yarns. Innovations developed as part of the agreement will be showcased across the textiles industry.
"Volume and consumption of wool in the Benetton range will be expanded significantly with innovative fashion and active wear garments using new technology developed at CSIRO, Canesis and Hong Kong Polytechnic University," Mr McLachlan said.
The Benetton Company celebrates its 40th anniversary this year, with an event in Paris that will draw customers, retailers, designers and media from across the globe.
Coinciding with the conclusion of Paris Fashion Week, the 40th anniversary celebration will also showcase Australian Merino wool with the release of the first garments into the market.
“This contract demonstrates how our direct business relationship strategy will boost demand for Australian Merino wool and influence other major retailers,” McLachlan said.
“We are very pleased to have Benetton on board, and look forward to working closely with the company to develop garments and technologies that will showcase the natural brilliance of Australian Merino wool,” he said.