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Beyond the Bale : December 2017
Iconic German retailer Ludwig Beck has once again collaborated with AWI’s subsidiary, The Woolmark Company, to unveil its latest Merino wool knitwear collection. In time for winter, Ludwig Beck’s Munich store on the Marienplatz – the central square in the historic centre of the city – received a wool makeover, with a 17-metre window display, as well as unique point- of-sale materials and an audio-visual show in-store promoting the farm to fashion journey. Real samples of Merino wool from each stage of the fibre’s journey were on display, allowing customers to see and feel pieces of fibre and fabric and enhance their understanding and appreciation of the process involved to make fine Merino wool apparel. “We are really proud to have this good and long-lasting partnership with The Woolmark Company and our production partners,” said Ludwig Beck CEO Christian Greiner. “Together, we can present the Merino wool collection to a wide range of consumers.” Ludwick Beck’s Winter 2017 knitwear collection comprises extrafine Merino wool items for menswear and womenswear. With nine styles in 14 colours for women and three styles in four colours for men, the garments are machine washable and easy to take care of. Crafted from luxurious Biella Yarn by Südwolle and knitted by Woolmark licensee Samtex, the knitwear is luxuriously soft next to skin and offers premium quality and comfort. For the first time, Ludwig Beck will also sell three styles from the Merino wool knitwear collection in five colours online at www.ludwigbeck.de. “AWI ran a successful campaign with Ludwig Beck last year, with our technical staff assisting in product development and yarn selection for the retailer’s knitwear collection,” said AWI CEO Stuart McCullough. “We also provided in-depth training to Ludwig Beck retail staff, providing valuable knowledge which can then be imparted to their customers. We are pleased to once again partner with this iconic retailer and promote the unique properties of Australian Merino wool.” MORE INFORMATION www.ludwigbeck.de Popular retailer Ludwig Beck gave its Munich store a Merino makeover, unveiling a knitwear collection and giving shoppers a farm to fashion experience. LUDWIG BECK UNVEILS NEW MERINO KNITWEAR COLLECTION Ludwig Beck unveiled a new Merino wool knitwear collection in its Munich store. A symbol of quality, Ludwig Beck’s latest knitwear collection is Woolmark certified. Real samples of Merino wool from each stage of the fibre’s journey from the sheep’s back to fabric were on display. The 17-metre main window of Ludwig Beck received a wool makeover for all passers-by to enjoy. OFF FARM 27