Launch of MerinoActive fabric at the InterTextile Beijing international trade show marks an exciting partnership between Australian Wool Innovation (AWI) and the Haitian Textile Group, which aims to increase sales of Australian Merino wool.
Product developers, designers, fabric buyers and key trade media were among the guests who attended the MerinoActive fabric launch in Beijing yesterday.
Haitian is a Chinese fabric and garment manufacturer that has previously always used polyester and other synthetics, producing about 18,000 tonnes of fabric each year and about four million garments.
AWI Chief Executive Officer Dr Len Stephens said the MerinoActive fabric launch epitomised AWI's strategy to build global demand for Australian Merino wool, by working directly with key global textile and apparel companies to develop and market new products.
“If we are to influence markets, then we must work with the key decision makers in the apparel trade and this is exactly what AWI is doing. Haitian is a significant fabric supplier to the leisure and sportswear apparel trade and what's more, until AWI approached them, they had not used wool before,” Dr Stephens said.
Haitian President Qiming Wang is enthusiastic about the opportunities Australian Merino wool offers his business.
“In the Chinese market the synthetic fleece market is very crowded and competitive. MerinoActive, with the wool content, will give us a point of difference, improve quality and provide a new marketing point for us,” Wang said.
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