News

New Woolmark Nurture brand

14 June 2013

A critical part of The Woolmark Company’s strategy is to develop new markets for Merino wool – especially those markets that highly value Merino wool’s natural attributes, and in which consumers are prepared to pay premium prices.

Woolmark Nature brand
The Woolmark Company has once again teamed up with famed photographer Anne Geddes to produce a stunning image to support the new Woolmark Nurture brand.

The market for baby and infant wear is an important example of such a lucrative market, and The Woolmark Company’s Mothers and Babies program is helping to drive demand for Merino wool in this market. The program funds product development, marketing and scientific research into Merino wool’s attributes.

The program recently launched a new brand – ‘Woolmark Nurture’ – which uses the widely recognised Woolmark symbol but has its own branded tickets available for licensees.

The diameter of the Merino wool fibre in certified products has an upper limit for each product category to ensure the products are comfortable for babies. For instance the upper limit for next-to-skin apparel is 18.5 micron. Certified products must pass other requirements including colour fastness.

To help promote the brand, The Woolmark Company has once again teamed up with famed photographer Anne Geddes to produce a stunning image to support this new quality certification.

“We are thrilled to once again be working with Anne Geddes to promote wool’s story and the health benefits associated with its use in this category,” The Woolmark Company’s Category Manager – Mothers and Babies – Carol Stubbs said.

“The beautiful image created by Anne of a newborn resting peacefully amongst a recreation of the iconic Woolmark logo, made form pink wool top, perfectly represents the essence of Woolmark Nurture.

“Anne’s attendance for The Woolmark Company at the Sydney Royal Easter Show and a series of videos she helped produce on the health and safety of Merino wool and young children once again allows for a trusted face to be put with this sensitive and emotionally driven market.”

The Woolmark Nurture brand uses the widely recognised Woolmark symbol but has its own branded labels and tickets available for licensees. The program receives wide marketing support from The Woolmark Company’s network of global account managers.