"Our focus however, is on the large northern hemisphere markets as this offers the best possible return for growers' investment," Dr Stephens said.
A major push into China began earlier this year, with more AWI personnel appointed in Shanghai to develop alliances with market leaders in the world's largest apparel market and exporter.
"We are targeting market leaders - whether it is machine washable wool suits with Heilan, one of China's five biggest integrated menswear retailers and manufacturers, or developing softer and brighter new yarns with the Novel Group, the world's largest spinner and knitter," he said.
"Our strategy in the UK is similar while in the United States we have opened a New York office so that we are better positioned to target the many major international brands that dominate our global apparel markets."
Dr Stephens said it was important to recognise that AWI had also committed US$5 million to a test marketing campaign with the International Wool Textile Organisation (IWTO), on condition that IWTO's members also contribute US$5 million towards the campaign by the end of August.
Australian Wool Innovation Ltd.
marketing@alchempro.com
