The Woolmark Company presents 'Wool. Superior Performance' at 2012 Heimtextil trade fair

5 January 2012

‘Wool. Superior Performance’, is the theme for The Woolmark Company’s presence at the 2012 Heimtextil trade fair in Frankfurt, Germany.

Photography by Anne Geddes

Bringing together the Woolmark partners Bönning + Sommer, Eastcon D, Nantong Dasheng Honglu Woollen, Wool Products Australia, H. Dawson Sons & Co, Jaspa Herington, M.I. Merino International and DBCwool, The Woolmark Company will make the Wool Arena the epicenter for all things wool. The Woolmark Wool Arena is a space where licensed co-exhibitors can market the natural benefits of wool to tens of thousands of trade visitors from 136 countries all whilst providing a platform to highlight new, innovative products and technologies.

The ‘Mothers and Babies’ project will be a key focus for Woolmark, as it aims to drive demand for Merino wool in the parenthood market by educating consumers, manufactures and brands alike, on the benefits of using Merino wool. The program has so far identified that wool can contribute to improved health and well-being for infants such as better sleeping and therefore faster growth and development. In particular, because babies are far more prone to heat loss or heat rises than adults, maintaining a healthy skin and body temperature is critical. Merino wool has moisture and temperature management properties, and naturally assists regulation of body temperature. The inherent breathability and active moisture management properties of the fibre also helps prevent the skin from becoming clammy, which can provide a more comfortable environment for better sleep.

The Woolmark Company’s country manager for Germany, Johann Mittermayr commented, ‘Heimtextil is the most important interiors trade fair globally. Offering this opportunity to our licensees to showcase the best of Merino wool interiors products together at this event is a very important sales and marketing opportunity for them and for Australian woolgrowers.’

The Woolmark Company will be presenting the Wool Arena at Heimtextil from 11th – 14th January 2012 at Galleria 0 / Wool Arena

About Heimtextil

Heimtextil is the biggest international trade fair for home and contract textiles and the global benchmark for quality design textiles of innovative functionality. As the first trade fair of the year, Heimtextil, which is held on four fair days in January, is a platform for manufacturers, retailers and designers.

About The Woolmark Company

The Woolmark Company and AWI operate worldwide with offices in over 18 countries, with the headquarters is in Sydney, Australia.

Woolmark is the iconic fibre brand symbolising the best wool in the world. Created in 1964, by Italian graphic designer Francesco Saroglia, the logo perfectly represents the softness, elegance and modernity of wool. Today it is still amongst the ten most recognised and appreciated brands in the world.

A product bearing the logo indicates that it has been independently tested as a high quality woollen product with guaranteed fibre content. The logo on a product provides consumers with an assurance of quality.

Its creation was the result of a collaboration of the world's wool producers led by Australian growers and it became the independent marketing tool used to support the use of quality wool, at a time when man-made fibres were emerging into the market.

Used on over 2 billion products since its launch, synonymous with excellence, passion and innovation, the Woolmark logo certifies guaranteed fibre content and provides an assurance of quality promoting Australian wool to the global consumer.

Released by:

Kate Muir
Woolmark Media Communications
Telephone: +61 2 8295 3103