Australian Wool Innovation
Australian Wool Innovation's Overview
Australian Wool Innovation (AWI) is a not-for-profit company owned by over 24,000 Australian woolgrowers. AWI invests woolgrower and government funds in research, development, innovation, and marketing along the global supply chain for Australian wool – from farm to fashion. Its mission is to make a sustainable, positive difference to the profitability and resilience of Australian woolgrowers by driving innovations that increase demand and market access for Australian wool. AWI owns and manages the iconic Woolmark brand, undertaking global marketing campaigns and initiatives like The Woolmark Prize.
Where is Australian Wool Innovation's Headquarters?
HQ Function
The Sydney headquarters serves as the central administrative and strategic hub for AWI's global operations. It oversees research and development program management, global marketing strategies (including The Woolmark Company), stakeholder engagement with Australian woolgrowers and government, corporate governance, and financial management.
Notable Features:
Strategically situated in The Rocks precinct, offering excellent connectivity and a prestigious address. The office space is modern, designed to facilitate collaboration and innovation among AWI's diverse teams.
Work Culture:
AWI's headquarters fosters a professional and innovative work culture, driven by a strong commitment to the Australian wool industry. Employees are typically passionate about agriculture, sustainability, and global marketing, working in a collaborative environment to deliver value to woolgrowers.
HQ Significance:
The headquarters is pivotal as it coordinates AWI's multi-million dollar investments in R&D and marketing, shaping the future of the Australian wool industry and influencing global wool trends. It's the primary interface between woolgrowers' levy investments and global market outcomes.
Values Reflected in HQ: The HQ's operations and location reflect AWI's core values: Innovation, Accountability to woolgrowers, Global market focus, and Collaboration.
Location:
Australian Wool Innovation maintains a significant global presence, primarily through The Woolmark Company, its global marketing and innovation arm. This network supports functions such as market development in key consumer regions (Asia, Europe, Americas), trade marketing to textile manufacturers and fashion brands, consumer-facing campaigns, technical support and innovation transfer along the wool supply chain, educational programs for designers and industry professionals, and the prestigious International Woolmark Prize. This global footprint ensures Australian wool remains competitive and desirable worldwide by connecting Australian woolgrowers with the global textile and fashion industry.
Street Address:
Level 6, 68 Harrington Street
City:
Sydney
State/Province:
New South Wales
Country:
Australia
Australian Wool Innovation's Global Presence
Shanghai, China
Address: Suite 2703-2704, Ciro’s Plaza, 388 West Nanjing Road, Shanghai, 200003, China
To drive demand for Australian wool, support local textile partners with technical expertise and innovation, and manage The Woolmark brand presence and educational programs in the influential Chinese market.
London, United Kingdom
Address: The Woolmark Company, Unit 714-715, The Workstation, 100 Embankment, Cathedral Approach, Salford M3 7BE, United Kingdom
To enhance the perception and use of Australian wool in the European fashion and textile industry, leveraging London's status as a global fashion capital and connecting with key industry players across the continent.
New York, USA
Address: The Woolmark Company, 255 West 36th Street, Suite 702, New York, NY 10018, USA
To increase the visibility, desirability, and market share of Australian wool in the North and South American markets, focusing on key segments like luxury apparel, performance wear, and sustainable fashion.
Tokyo, Japan
Address: The Woolmark Company Japan, Knowledge Society Inc., Kudan First Place 7F, 4-1-28 Kudan-kita, Chiyoda-ku, Tokyo 102-0073, Japan
To maintain and grow the demand for Australian wool in Japan by working closely with local mills, brands, and retailers, and by promoting wool's unique attributes to Japanese consumers.
Buying Intent Signals for Australian Wool Innovation
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Executive Team of Australian Wool Innovation
As of April 2025, Australian Wool Innovation' leadership includes:
Investors of Australian Wool Innovation
Australian Wool Innovation has been backed by several prominent investors over the years, including:
Executive New Hires/Exits in the Last 12 Months
Over the past 12 months (mid-2023 to mid-2024), Australian Wool Innovation has seen a key departure in its executive team with the Chief Operating Officer leaving the company in June 2023. No major new C-suite hires have been prominently announced in the same period, following earlier appointments like the CEO and CFO in late 2022.
Departures
Technology (Tech Stack) used by Australian Wool Innovation
Discover the tools Australian Wool Innovation uses. Highperformr reveals the technologies powering your target accounts — helping your sales, marketing, and GTM teams prioritize smarter and close faster.
Australian Wool Innovation Email Formats and Examples
Australian Wool Innovation (AWI) and its subsidiary The Woolmark Company primarily use the firstname.lastname@wool.com email format for its employees. This is a common and professional email structure allowing for easy communication.
firstname.lastname@wool.com
Format
jane.doe@wool.com
Example
90%
Success rate
News and media
wool.com • May 22, 2024
Australian Wool Innovation and Monash University partner to transform wool textiles
AWI has partnered with Monash University to explore innovative chemical-free coating technologies aimed at enhancing the performance and sustainability of wool textiles, potentially reducing the industry's reliance on traditional chemical treatments....more
wool.com • May 17, 2024
Australian Wool Innovation highlights woolgrower consultation as key to new Strategic Plan
AWI is emphasizing extensive consultation with Australian woolgrowers in the development of its new Strategic Plan (2025-2028), aiming to ensure the plan reflects grower priorities for research, development, and marketing investments....more
wool.com • March 15, 2024
Australian Wool Innovation reports success for Australian wool at SPINEXPO Shanghai
AWI, through The Woolmark Company, showcased innovative wool yarns and fabrics at SPINEXPO Shanghai, facilitating connections between Australian wool suppliers and global brands, highlighting strong interest in sustainable and traceable wool....more
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