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Beyond the Bale : March 2013
16 in their own back paddock. AWI is once again proud to be working alongside both Catriona Rowntree and Target, in partnerships which have proved to be successful in the past. “Catriona Rowntree has been an ambassador for AWI and her passion for the fibre sparked a desire for it to be included in her babywear range,” AWI country manager Stephen Feighan said. “AWI worked closely with Timeframe Clothing, who are licensed to produce the Catriona Rowntree babywear range, by helping to source Australian Merino wool fabric and manufacturing options through our Woolmark accredited supply chain partners." Complementing Target’s quality assurance customer promise, ‘Target Tested’, the Catriona Rowntree Merino wool babywear range will also feature the Woolmark brand on the swing tickets and labels. “The apparel meets Woolmark’s strict product quality specifications, with the clothing being made from wool of 18.5 micron jersey fabric,” Mr Feighan added. There are 309 Targets stores across Australia, including the 122 Target Country stores which are designed to meet the needs of smaller regional communities. As one of Australia’s largest retailers, 16 OFF-FARM FAST FACTS l AWI is strengthening its partnership with Target and Target Country – one of Australia’s largest retailers. l Wool advocate and Australian personality Catriona Rowntree has introduced Merino wool into her babywear range, to be stocked in Target and Target Country stores across Australia. l The Catriona Rowntree babywear range is produced through Mebourne- based company Timeframe Clothing and has The Woolmark Company’s stamp of approval. Astrong advocate for Australian wool, TV celebrity and Aussie mum Catriona Rowntree appears to be right on target with the launch of some exciting new products in her babywear range. Stocked in selected Target and Target Country stores across Australia and online at target.com.au from March, the city slicker-turned-farm girl has incorporated Australian Merino wool into her babywear range under her eponymous label. And this is great news for Australian woolgrowers who can now dress their children and grandchildren with fleece potentially grown Catriona Rowntree and AWI country manager Stephen Feighan with examples from her Merino wool babywear range, to be stocked in Target and Target Country stores across Australia. Swing tag to be used on the babywear range. especially in regional areas, Target has expanded its range of Merino wool products and AWI will be working with the retailer across its full wool offering, including knitwear, men’s socks, thermals, quilts, bedding underlays and now Catriona Rowntree’s babywear range. “AWI has helped Target with marketing collaboration and support across its entire woollen range, emphasising the importance of provenance and linking the end product back to the farm.” And the provenance of Australian wool also holds a special place in Catriona’s heart, with her saying one day she would love to introduce wool from her own family’s farm into her clothing range. “Being able to source the wool and trace it back to its roots is becoming more and more important,” Ms Rowntree said. “For me, it’s so much more than a range of clothing. Being able to contribute to my husband’s business – his trade – is unbelievable. It allows for me to become a part of what he does on the farm and supports other wool producers across Australia. “Never in my wildest dreams did I ever imagine I would be doing this, but after launching my first line of babywear – also stocked in Target – things have gone from strength to strength, particularly after meeting with AWI. “Having the Woolmark 'tick of approval' on my Merino wool babywear range means so much to me. The logo has international appeal and represents superb quality. As a mum when I buy wool I know I am buying for life. My own children are even wearing the same woollen clothes that I wore when I was a child.” March 2013 BEYOND THE BALE CATRIONA ROWNTREE ON TARGET