Sheer genius— Australia


Fine fleeces /Having faltered during the 1990s, the Australian Merino wool industry is seeing a resurgence on the back of a growing luxury market in China and it’s proving a welcome boost to Brand Australia along the way.

Australia, Business, China, Luxury, Market, Merino wool, New, Sheep, small

The pastoral hills of Boorowa, 340km southwest of Sydney, do not conform to the typical image of the sunbleached Australian outback. But this is the heartland of the au$2.4bn (€1.9bn) Merino wool industry and a new source of optimism for the Australian economy.

Following the 1991 collapse of the government-led protectionist Reserve Price Scheme – which manipulated the global wool market for almost two decades and led to a devastating 20-year free-fall in Merino flock numbers – Australia’s 43,000 wool growers are only just starting to find their…


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