Our strategy
One of AWI’s primary business objectives is to foster the creation of new markets for Australian woolgrowers. These markets are developed by building close business partnerships in new and existing markets.
A significant part of AWI’s drive to continue building the long-term profitability of Australian woolgrowers is to expand the markets in which we currently do business.
Generally, this strategy can be divided into two areas managed by AWI, in order to increase the demand for Australian wool:
- Fostering business in new or emerging markets
- Increasing activity in traditional or existing markets
In each case AWI’s strategy is leveraged by creating direct business relationships with key retailers, designers, manufacturers, government departments and industry bodies to increase their knowledge of the properties of Australian wool and the means by which wool can be used in their business.
Crucial new markets include China, India and Russia. The AWI strategy is to connect with growing domestic manufacturers and new retail chains, so that they can deliver the right Australian wool products to the huge and newly affluent consumer markets in these nations.
Traditionally, the most vital markets for Australian wool are USA, UK, Germany, France, Italy and Japan.
AWI’s strategy in these countries is to work with manufacturers and retailers to develop unique fabrics that will appeal to their consumers and give a point of difference against their competition through innovation.
AWI strives to be as close as possible to our key business partners and, ultimately, their consumers so that we can better understand the means by which Australian wool can deliver the most desired and functional product.
As a result, AWI now has dedicated offices and staff in our most vital new and established markets, namely:
- Shanghai, China
- New Delhi, India
- Hong Kong, China
- New York, USA
- Treviso, Italy