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Beyond the Bale : June 2014
FAST FACTS l Executives from stroller brand Bugaboo visited Australia from The Netherlands in March on a provenance tour, to learn about the origins of wool and launch the Bugaboo Wool Collection in Australia. l A short film was made for Bugaboo at 'Lal Lal Estate' near Ballarat showcasing life on an Australian wool farm. l The Woolmark-certified Bugaboo Wool Collection is available online and stocked in stores across the world. 25 OFF-FARM June 2014 BEYOND THE BALE When stroller brand Bugaboo, from The Netherlands, last year released its collection of Merino wool accessories, with support from AWI, it not only showcased to the world the fibre's versatility, but also saw the unique opportunity to highlight the origins of the wool. So for the launch of the collection here in Australia in March, Bugaboo executives headed down under to shoot a short film about Australian wool and learn more about how the fibre is grown. "We really wanted to see where wool comes from -- to see and touch and feel first-hand wool at the source," said Bugaboo Chief Marketing Officer Madeleen Klaasen during her visit to one of Australia's historic wool properties, 'Lal Lal Estate' near Ballarat, Victoria. "To be here in Australia really feels like this is why we do it. What has attracted us to use this natural fibre has been the health and wellbeing benefits, the softness of the fibre and the longevity of Australian wool as proven by AWI. "Bugaboo has enjoyed the authentic story and provenance of Australian wool; it fits perfectly with the performance, functionality and style of our brand." The provenance tour also showcased the recently released Bugaboo Wool Collection -- a range of 100 per cent Bugaboo Chief Sales Officer Mieke van der Loo and Bugaboo co-founder Eduard Zanen at 'Lal Lal Estate' in Victoria with the Bugaboo Wool Collection. the best quality for our product." Bugaboo products are available in more than 50 countries across the world. Bugaboo and AWI are currently discussing the continuation of the collaboration and how wool could be incorporated in other new Bugaboo products for next season. More information: http://wool.bugaboo.com www.merino.com/bugaboo Back to the source for Bugaboo Bugaboo Chief Marketing Officer Madeleen Klaasen with Woolmark ambassador Catriona Rowntree. Australian wool accessories -- which uses 19.5 micron wool for the Merino wool blanket and mattress cover and 23-27 micron wool for the seat liner. All three products carry the Woolmark logo. For fifth generation woolgrower Geoff Fisken, who hosted Bugaboo at 'Lal Lal Estate', the visit was a time to really show off Australia's wool industry and highlight that, in most cases, producing wool has been within the same family for generations. "The pleasing aspect for us as growers is that our production, on farm, ends up in something that is a really great product to be able to used for families, children and babies," said Geoff. "That's what farming is about, that's what we do; we pass things down from generations and the sheep are the same, they're generational. Wool, we see as long- term, it's renewable and that's great." Ms Klaasen believes the partnership between Bugaboo and AWI works so well because of the passion for quality each company shares. "That's why we believe the partnership works. It needs to come from real passion and real dedication for the product. I think that it's an amazing fit because it's all about quality; it looks amazing, feels amazing. "This is why we like working with AWI and woolgrowers -- we also want to have