The Woolmark Company has placed renewed focus into its certification programme, giving brands and retailers greater access to the iconic logo, celebrating the entire supply chain, and adding more value to wool products available in store.

The programme changes involve the removal of a licence fee for brands and retailers in a move to break down licencing barriers, increase consumer-facing brand presence and position the Woolmark logo on all quality wool products at a retail level. More importantly, it means a brand or retailer can use the iconic Woolmark logo – or one of its sub-brands – if the finished product meets certification standards, regardless of which stage of their supply chain is certified: the spinner, weaver, knitter, or maker.

In addition, all licensees across the supply chain will now gain full access to any suite of licensed brand and sub-brands for Woolmark, Wool Rich Blend and Wool Blend Performance categories.

The Woolmark brand & logo

With more than 5 billion products certified worldwide, the Woolmark brand is the world’s best-known textile fibre brand. The logo is a true mark of quality, giving consumers confidence that the product they are purchasing has been independently tested against Woolmark’s rigorous standards, guaranteeing fibre content, durability, performance, and longevity.

Benefits of the Woolmark Certification

• Customer satisfaction: 69 per cent of consumers (according to a survey conducted by The Nielsen Company on behalf of Woolmark in 2021) believe clothes with the Woolmark symbol are worth paying more for. So, brands and retailers can leverage the reputation and authority of the iconic Woolmark symbol to build consumer confidence.

• Independent quality assurance and authentication: 82 per cent of survey participants agree that the Woolmark symbol ensures quality. We provide assurance of the fibre composition of wool garments and wool products with testing at independent laboratories.

• Technical team support: Utilise the global Woolmark Technical Team for on-demand technical support and product development.

• Connect with Woolmark’s global network: As a Woolmark licensee, we will connect you with our global network of brand and design partners.

• Business promotion with Woolmark global marketing channels: Amplify your brand awareness and client reach with swatch and yarn features in our trend forecasting and sourcing guides, The Wool Lab and The Wool Lab Vision. Be championed on our global digital and social channels and feature in our licensee spotlight series.

• Staff development and training: Tailor-made training days, webinar participation and free educational resources on the Woolmark Learning Centre.

• Tailored support: Our Woolmark licensees have access to an exclusive portal with personalised dashboards that track testing results, connect licensees with technical support, process innovations, and exclusive resources.

Key updates made to the Woolmark Certification Programme in 2021:

• Brands and retailers will be awarded a fee-free licence if at least one part of their supply chain is licenced.

• With the implementation of the new programme structure in July 2021, supply chain partners are only required to pay an annual of US $7,500, which allows access to the full suite of Woolmark certification logos.

• A new digital portal allows licensees self-managed access to administrative processes, marketing assets, market intelligence and more.

About The Woolmark Company:

The Woolmark Company is a subsidiary of Australian Wool Innovation, a not-for-profit enterprise that conducts research, development, and marketing along the worldwide supply chain for Australian wool on behalf of about 60,000 woolgrowers that help fund the company.

Click here to know more about The Woolmark certification.

Click here to submit an application for The Woolmark certification.