The Woolmark Company announced its expansion within the U.S., opening a second office in San Francisco to service the growing demand for Australian Merino wool on the West Coast of North America.
Working alongside the company’s head office in New York City, the opening of the West Coast office marks a step forward for Woolmark, which has engaged in a global repositioning plan with the objective to increase the knowledge, appreciation and demand of Australian Merino wool across international markets.
Woolmark is the “world’s best known textile fiber brand,” established in 1964.
The U.S. currently retains its position as the leading global consumer and is home to many trends which impact two important categories for The Woolmark Company: Sports and Outdoors and more recently, Contemporary Fashion.
From San Diego to Vancouver, the West Coast of North America has a major concentration of sports and outdoors brands, making San Francisco a natural choice for the company. During the past five years there has been a significant increase in the use of Merino wool among sports brands and retailers.
As The Woolmark Company looks for new opportunities for Merino wool, the Contemporary Fashion segment of the apparel market is crucial. The U.S. remains an important market for this category and is known as “the birthplace for contemporary fashion” while remaining one of the top three luxury markets in the world. Contemporary clothing represents more than 50 percent of the overall apparel sector in the U.S., with many contemporary brands based in the U.S. having a global consumer base.
“The USA has always been one of the most important countries for wool, primarily from a retail perspective,” said The Woolmark Company Managing Director, Stuart McCullough. “The expansion of our office is a significant step forward in providing the American industry with support to develop and promote high-quality Australian Merino wool products locally and internationally. The opening of the San Francisco office allows us to better service the West Coast region and to work closely with some of the world’s leading brands, helping affirm wool as a premium performance fiber and building new demand for Australian Merino wool, whilst reinvigorating the iconic Woolmark brand within this key market.”
The Woolmark Company’s San Francisco office will be managed by Key Account Manager Sarah Schlenger.
The Woolmark brand is owned by Australian Wool Innovation (AWI), a not-for-profit company owned by more than 25,000 woolgrowers. AWI’s vision is to be a significant contributor to a vibrant, stable and profitable wool industry providing the world with the best natural fiber. The company works throughout the global supply chain from woolgrowers through to retailers.
The company's mission is “to enhance the profitability, international competitiveness and sustainability of the Australian wool industry; and increase demand and market access for Australian wool.”