Stocked in selected Target and Target Country stores across Australia and online at target.com.au from March, the city slicker-turned-farm girl has incorporated Australian Merino wool into her babywear range under her eponymous label.
The Woolmark Company is once again proud to be working alongside both Catriona Rowntree and Target, in partnerships which have proved to be successful in the past.
“Catriona Rowntree has been an ambassador for The Woolmark Company and her passion for the fibre sparked a desire for it to be included in her babywear range,” The Woolmark Company country manager Stephen Feighan said.
“The Woolmark Company worked closely with Timeframe Clothing, who are licensed to produce the Catriona Rowntree babywear range, by helping to source Australian Merino wool fabric and manufacturing options through our Woolmark accredited supply chain partners."
Complementing Target’s quality assurance customer promise, ‘Target Tested’, the Catriona Rowntree Merino wool babywear range will also feature the Woolmark brand on the swing tickets and labels.
“The apparel meets Woolmark’s strict product quality specifications, with the clothing being made from wool of 18.5 micron jersey fabric,” Mr Feighan added.
There are 309 Targets stores across Australia, including the 122 Target Country stores which are designed to meet the needs of smaller regional communities.
As one of Australia’s largest retailers, especially in regional areas, Target has expanded its range of Merino wool products and The Woolmark Company will be working with the retailer across its full wool offering, including knitwear, men’s socks, thermals, quilts, bedding underlays and now Catriona Rowntree’s babywear range.
“The Woolmark Company has helped Target with marketing collaboration and support across its entire woollen range, emphasising the importance of provenance and linking the end product back to the farm.”
And the provenance of Australian wool also holds a special place in Catriona’s heart, with her saying one day she would love to introduce wool from her own family’s farm into her clothing range.
“Being able to source the wool and trace it back to its roots is becoming more and more important,” Ms Rowntree said.
“For me, it’s so much more than a range of clothing. Being able to contribute to my husband’s business – his trade – is unbelievable. It allows for me to become a part of what he does on the farm and supports other wool producers across Australia.
“Never in my wildest dreams did I ever imagine I would be doing this, but after launching my first line of babywear – also stocked in Target – things have gone from strength to strength, particularly after meeting with The Woolmark Company.
“Having the Woolmark tick of approval on my Merino wool babywear range means so much to me. The logo has international appeal and represents superb quality. As a mum when I buy wool I know I am buying for life. My own children are even wearing the same woollen clothes that I wore when I was a child.”
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