Mothers and BabiesPrint

Nothing could be more natural than clothing your children in Merino. Luxuriously soft and smooth, it is resilient and easy to care for, and helps keep little ones warm when their environment is cold and comfortably cool when it’s hot. And to ensure a good night’s sleep for both mothers and babies, studies have revealed a correlation between woollen bedding and quality sleep patterns.

Merino is the natural choice for clothing for babies and young children, as well as expectant mothers. It’s great for sleepwear, wraps and blankets along with bedding.  You can trust Merino to help your children grow up in a safe and comforting natural environment.

The Woolmark Company’s “Mothers and Babies” program

A critical part of The Woolmark Company strategy is to find 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.

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 has been set up to drive demand for Merino wool in this market. The program works in three main areas: funding scientific research into Merino’s health benefits, innovative product development and creating awareness of the fibre’s benefits.

There is very little Merino wool used in this market at present, compared to the very large number of babies born each year. But there is a huge potential for growth in demand for Merino, plus it is an all-year-round market.

A major focus of the program is validating and communicating the health and wellbeing benefits of Merino products in this area. The fibre’s natural attributes make it well placed to become an integral part of each new parent’s health regime for their newborns and infants. Preliminary studies have already shown that wool can contribute to a better health and well-being for infants such as better sleeping and therefore faster growth and development.

There is also a strong trend in this market towards natural and environmentally friendly products.