The Woolmark Company, a brand of Australian Wool Innovation, announced about its progressive talks with foreign brands such as Brooks Brothers, Armani and Ermenegildo Zegna, for licensing their products in India.

“Internationally, we have association with these brands and several other brands for licensing. We are in process of extending these for the Indian market. India offers immense scope to expand in the luxury bracket,” Amir Sheikh, Country Manager, the Woolmark Company, said.
US-based luxury retailer Brooks Brothers has recently obtained approval from the Foreign Investment Promotion Board to set up shop in India. Armani has a presence in India through a franchise agreement with Genesis Luxury, while Italian menswear brand Zegna has a tie-up with Reliance Brands.

Woolmark said it was targeting only luxury or premium brands as the fiber itself was expensive.

Asked how well wool could adapt in a warm country such as India, he said, “Wool is an adaptable fiber and highly versatile.” He said the company was looking at transforming merino wool from its traditional use to a more adaptable fiber for applications ranging from innerwear to fashion statements.

Sheikh said the company was working with various brand to develop lightweight and linen-blended fabrics for warmer climates.
He said in India 150 brands, including Park Avenue, Raymond and Color Plus, were using Woolmark certified logo. The company said it was associating designers and manufacturers to create demand for wool and Woolmark at retail level.

Many brands use Woolmark certified products and sell these through their retail network. Woolmark certification is applicable to different product categories, including apparels, interiors, floor coverings and apparel care, among others.

“India is the second largest importer of Australian Wool but still consumes only about 7-8 per cent of wool compared with China, which imports 80 per cent of Australian wool. There is a huge potential to grow,” Sheikh said, adding that Woolmark was extending its global campaign like ‘Campaign for Wool’ and ‘No Finer Feeling” to India.