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Beyond the Bale : December 2017
WOOLGROWERS AT CENTRE OF MARKETING Farm manager Tom Simson of ‘Glencoe’, at Taylors Flat on the South West Slopes of NSW – one of several properties featured in Devold’s latest marketing campaign. Woolmark licensee Devold of Norway has introduced a new strategy – known as Sheep to Shop – that ensures uncompromising quality throughout its supply chain, from the farms that produce the Merino wool the company uses, through to apparel manufacturing at its own facilities in Europe. “Our customer base is very conscious of product quality, functionality and traceability, which is why we are very proud to introduce our Sheep to Shop strategy. With 100% control of the supply chain, we can guarantee premium quality at every stage, which is something that very few brands can claim,” said CEO of Devold, Cathrine Stange. About a quarter of Devold’s overall production is currently based on Sheep to Shop principles, with the company’s new Breeze and Signature base-layer collections (see image left) already part of the new quality journey. The company’s aim is that 80% of its base-layer program be produced on Sheep to Shop principles by 2020, with the long-term goal to be as close to 100% as possible. At Devold’s factory in Europe, more than 300 skilled employees undertake knitting, cutting, sewing, assembly, and quality control. More than 20 quality inspections are carried out, ensuring that Devold’s standards of quality are maintained throughout the entire production process, and with no exceptions. With such an unwavering commitment to quality, and willing to travel far and wide Outdoor apparel company Devold of Norway is the latest international company to feature Australian woolgrowers in its marketing to consumers. to find the very best wool, Devold chose to source Merino wool from Australia. “Devold is one of the world’s oldest outdoor brands, having produced high-quality wool clothing since 1853, and now I believe we offer the best wool in the world as well,” Cathrine said. The Sheep to Shop strategy is based on Devold having long-term contracts with an exclusive selection of a dozen Australian farmers who supply their Merino wool to the company. Six of these farmers are featured in Devold’s latest marketing of its apparel (see opposite page). They emphasise how Merino wool is a natural fibre renowned for being very fine and soft, and that it is grown using ethical and environmentally- sensitive farming. “We are seeing the source of wool in Australia and the stories of the woolgrowers that grow the fibre being increasingly used by industry partners in their marketing to consumers,” said AWI CEO Stuart McCullough. “Devold’s latest campaign is a splendid example of how the company is using Australian wool’s provenance story as a core ingredient in its high-value end product.” MORE INFORMATION www.devold.com Merino wool base-layers from Devold’s new Signature collection, which uses Merino wool sourced from a select group of Australian woolgrowers (see opposite page). 6 OFF FARM
In the Shops - March 2018