Home / Knowledge / News / Apparel/Garments / Babywear brand Les Enphants to promote Aussie Merino
Babywear brand Les Enphants to promote Aussie Merino
09
Nov '11
The Woolmark Company and one of China's largest babywear brands, Les Enphants, have begun a joint marketing program to educate Chinese consumers about the benefits of Merino wool in babywear.

The Les Enphants initiative is part of the Mothers and Babies program at Australian Wool Innovation (AWI), which has been set up to drive demand for Merino wool in this lucrative market. Products involved include a 100% Australian extra fine Merino wool cardigan, blanket and hat, all featuring the Woolmark logo. The products will be sold initially through 30 Les Enphants outlets within high end department stores including Beijing, Shanghai and Hangzhou.

Merino wool is the ideal fibre for infants' and children's clothing as it has natural moisture management properties and assists with the regulation of body temperature. This 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.

AWI works on behalf of its 29,000 woolgrower shareholders who own the famous Woolmark logo. AWI will continue to work with Les Enphants to grow their Australian Merino wool program over the coming seasons. As a market leader in the babywear market, Les Enphants operates over 2000 retail outlets across Taiwan, China, Indonesia, Singapore and Thailand.

Stuart McCullough, CEO of Australian Wool Innovation said the partnership between AWI and Les Enphants is an important step in a significant program within the company.

“With the trend toward natural products and the emergence of the rapidly growing consumer demand for products consistent with a lifestyle of health and sustainability – commonly known as the “LOHAS” consumer, the launch of this partnership is timely. Les Enphants is the market leader and is the ideal brand to bring the best Merino wool babywear product to the Chinese market”.

Australian Merino is a natural, biodegradable and renewable fibre, making it the perfect choice for those seeking clothing that has a minimal impact on the environment.

Australian Wool Innovation Limited

Must ReadView All

Textiles | On 19th Jan 2017

Union Budget: Textile sector expects excise duty revisions

Excise duty on man-made fibres should be reduced to bring it on par...

Union textiles minister Smriti Irani at the inauguration of IIGF in New Delhi with textiles secretary Rashmi Verma and other dignitaries. Courtesy: PIB

Apparel/Garments | On 19th Jan 2017

Ministry to reimburse apparel exporters for state levies

The textile ministry has received a sum of Rs 500 crore from the...

Apparel/Garments | On 19th Jan 2017

Asahi Kasei to display sustainable fibre at trade shows

Asahi Kasei, specialty Japanese fibre producer, will be displaying...

Interviews View All

Marazban F Velati
Sutlej Textiles & Industries limited

No training can be effective till the candidate believes in it.

Sunil Kumar Sharma
Loknayak JPNSSSG Ltd

'The blend of cotton–linen yarn has high demand in the domestic and...

Divyesh Mashruwala
Akshar Industries

Surat dominates foiling, embossing and pleating

Larry L Kinn
Suominen Corporation

Larry L Kinn, Senior Vice President - Operations Americas of Suominen...

Johan Berlin
InvestKonsult Sweden AB

Investkonsult Sweden AB has been buying and selling second-hand textile...

Mohammad Hassan
Biax Fiberfilm

About one in every 20 patients picks up an infection while hospitalised....

Silvia Venturini Fendi
Fendi s.r.l

"Yes, my confidence and positive attitude are my strengths and should be...

Pranav Mishra
Huemn

Designers Pranav Mishra and Shyma Shetty’s Huemn is known for its...

Wendell Rodricks
Wendell Rodricks

"We should not compare India and the West. There are things we do that...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH
January 2017

January 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


eNEWS
Insights
Subscribe today and get the latest News update in your mail box.
Advanced Search