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Woolmark Nurture launched to Japanese market at Playtime Tokyo 2014

17 March 2014

Continuing to increase global awareness of Merino wool in the Mother and Baby sector, The Woolmark Company has launched its most recent brand, Woolmark Nurture, into the Japanese market.


The Woolmark Company country manager Toshiya Inoue being interviewed by Media at Playtime Tokyo.

Woolmark Nurture was launched mid-2013 and uses the widely recognised Woolmark symbol but has its own branded tickets available for licensees. Now, the brand has been unveiled at Playtime Tokyo, further promoting the natural, renewable and biodegradable properties of Merino wool to a new audience.

Beyond the fibre’s natural benefits that Merino wool products enjoy - such as natural body temperature regulation and breathability through moisture management - the Woolmark Nurture brand offers parents additional reassurance through strict testing which follows global industry standards for baby wear and products. 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.

At Playtime Tokyo, The Woolmark Company showcased wool apparel and items from some of its global brand partners. Brands from Australia, The Netherlands, Norway and the USA have been working closely with The Woolmark Company and will be launching Woolmark Nurture products in time for Autumn/Winter 2014/15. Bugaboo and Lillelam also had items from their latest collections on display.

The Woolmark Company Country Manager for Japan, Toshiya Inoue, said exhibiting at Playtime Tokyo for the first time was a beneficial venture and allowed for new connections to be made with international brands.

“Trade shows such as Playtime Tokyo allow us to further promote the Woolmark brand and wool’s natural benefits create new relationships and build on existing relationships,” Mr Inoue said. “We expect prospective partner companies to not only produce baby garments under the Woolmark Nurture brand, but also other items such as blankets and other bedding products.”

A total of 230 brands exhibited at the 10th Playtime Tokyo trade show, attracting more than 2300 visitors across the three days.