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aden + anais launches Merino muslin collection at ABC Kids Expo

24 September 2014

The Woolmark Company recently partnered with leading innovator in babycare aden + anais to release the first ever 100 per cent Merino muslin product.

aden + anais launched its innovative Merino muslin collection at ABC Kids Expo in Las Vegas and also hosted an industry dinner for buyers and media influential media
aden + anais launched its innovative Merino muslin collection at ABC Kids Expo in Las Vegas and also hosted an industry dinner for buyers and media influential media.

Launched in September, aden + anais unveiled the ground-breaking collection at the ABC Kids Expo in Las Vegas, allowing buyers and the media to experience first-hand the luxury of Australian Merino wool woven with muslin. The ABC Kids Expo is the world’s largest trade show dedicated solely to all things children and was the perfect place for buyers and press to experience the innovative aden + anais Woolmark-certified collection through a hands-on experience.

During the expo aden + anais hosted a trade and media dinner to officially launch the collection. Comprising a swaddle, sleeping bag, dream blanketTM and a security blanket, each product carries Woolmark Nurture certification, offering parents additional reassurance through strict testing which follows global industry standards.

About 50 influential customers and media were invited to the launch to experience not only the new aden + anais collection, but also learn about the unique natural, renewable and biodegradable properties of Merino wool. Each attendee was able to touch and feel the softness of Merino wool top and learn about where Merino wool comes from, and then feel the luxury of a Merino muslin dream blanketTM.

The Woolmark Company’s global Mothers and Babies program works in three main areas - funding scientific research into Merino wool's health benefits, innovative product development and creating awareness of the fibre's benefits. The partnership and product development with aden + anais further illustrates that demand for Australian Merino wool is growing in the babywear market, particularly in the USA.

“The baby apparel category is a relatively new category for us in the USA - and an important one for us,” said The Woolmark Company Country Manager for the Americas Michelle Lee at the official launch. “Merino wool has many natural benefits that make it supremely suitable for babywear. 

“We were looking for a brand that shared the same values as The Woolmark Company, a brand that was a true market innovator and leader in baby products, and of course whose product could share the wonderful virtues of Merino wool to parents in a luxurious and authentic way.

“This is where aden + anais came into the picture. We knew Raegan and her team would do an amazing job with the Merino line - they understood why it made sense to integrate Merino wool into a muslin weave and how to translate the wonderful properties of Merino wool into a trans-seasonal product.”

Read more about the Australian Merino muslin collection at merino.com/adenandanais