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Beyond the Bale : February 2010
"When we're showing off our range of products in the store, customers are especially attracted to products bearing the Woolmark logo on the packaging and those that are manufactured in Australia," Lesley says. "It's a symbol that customers recognise; they are reassured that they are purchasing a genuine, quality product. "Staff here at Manchester Warehouse are very knowledgeable about the products that we sell. We often visit the Woolstar factory at Ingleburn for product nights, where we see the production line, and learn about the benefits of wool and new wool products. Back in the store we can advise the customers in a fully informed way. "Customers particularly like the fact that wool is a natural product which breathes, eliminates sweat, providing a restful and sound sleep. They also like the fact that wool naturally inhibits bacteria and resists dust, creating a healthier, hypoallergenic atmosphere for their family. The Woolstar products are machine washable and feel quite light too, which customers like." More information: www.wool.com/interiors www.wool.com/retailer www.woolproducts.com.au www.manchesterwarehouse.com.au Woolmark brand helps improve sales FAST FACTS l Woolmark licensees can help increase their sales by using the Woolmark logo. l The Woolmark logo provides an assurance of quality. l Wool is the ideal choice for bedding, due to its natural properties and mix of strength and softness. February 2010 BEYOND THE BALE 7 SELLING MORE WOOL Lesley Likidis of Manchester Warehouse explaining the benefits of wool bedding to a customer. "Australia has a persona of being an honest supplier of product, so the two logos combined are very powerful." Wool Products Australia is a 100-per-cent privately owned and operated Australian company, producing products under the Woolstar brand. It has been a Woolmark licensee for 13 years, and exports now make up half of the firm's total production. Located at Ingleburn, 50 kilometres south-west of Sydney, its manufacturing facility is equipped with state-of-the- art high technology equipment, which enables it to supply a comprehensive range of woollen products, such as quilts, underblankets and blankets. Mr Kerr says that quality of production, from the manufacturing process to the end product bearing the Woolmark logo, is paramount to Wool Products Australia. "All our products undergo a stringent set of tests for quality and performance. We train our employees in a total quality management program conducted with SGS International Certificate Services." Sales of Woolstar products in the Australian domestic market also benefit from the Woolmark assurance of quality, according to Lesley Likidis of retailer Manchester Warehouse in Kogarah in Sydney's south. Wool bedding manufacturer Wool Products Australia Pty Ltd's sales are growing, and managing director Graeme Kerr attributes the increase partly to the Woolmark logo on their packaging. "In the Asian markets, the Woolmark logo is very important," Mr Kerr says. "They rely on it to know they are buying a genuine product that has 100-per-cent wool content. It adds to their comfort, that they know the product is what it claims to be." Mr Kerr claims that Australian businesses in Asia have a positive reputation, saying being Australian helps his firm's advance into those markets. "As well as the Woolmark logo, the offshore markets are also appreciative of the 'Australian Made' logo," he says.
September November 2009