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Kookai Stores display super soft 'Posh Merino'

Aug '05
A luxuriously soft new lightweight Australian Merino knit range has been launched across Australia through young womenswear retailer Kookai, the result of an alliance with Australian Wool Innovation Limited (AWI).

The POSH Merino soft knit range is accompanied by a blaze of in-store marketing material featuring images of a young woman wearing one of the new knit dresses, alternately cuddling a Merino lamb, carrying the lamb in her handbag or holding it on a pink leash.

Kookai Managing Director Robert Cromb said he was very excited about the product and campaign.

"The POSH Merino fabric is ideal for super soft next-to-skin garments and light enough to be a true transeasonal fabric - it is perfect for our young female demographic," Mr Cromb said.

"Our partnership with AWI has delivered significant performance improvements without significant cost. These types of ongoing refinements and product improvements are important for the future successful retailing of Merino wool products."

AWI Chief Executive Officer (CEO) Dr Len Stephens said AWI approached Kookai to improve the handle and touch of their knit range by using the best available technology and specifications through the raw wool to finished fabric.

"A finer micron, tighter fibre specifications, a different yarn twist and finish have helped deliver a fabric that is super soft to touch, lightweight with improved drapeand machine washable," Dr Stephens said.

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