Woolmark Appoints New CEO as Demand for Merino Wool Ramps Up

Why It Matters

Fry’s appointment positions AWI to capitalize on booming Merino demand, strengthening profitability for woolgrowers and advancing sustainability goals across the textile sector.

Key Takeaways

• Bryan Fry, ex-Pernod Ricard, becomes AWI CEO
• Merino wool prices rise biggest in 30 years
• Online premium wool sales up 34% year‑on‑year 2023
• Circular fashion voters see wool as key sustainability solution
• Sports brands launch Merino‑rich collections for performance wear

Pulse Analysis

Bryan Fry’s elevation to CEO of Australian Wool Innovation signals a strategic shift for the Woolmark brand. With over three decades in global beverage markets and a hands‑on background in agronomy, Fry is uniquely equipped to bridge the gap between farm‑level production and high‑end consumer markets. His leadership is expected to accelerate research into fibre quality, expand international marketing campaigns, and deepen partnerships with fashion and sports brands that are increasingly turning to Merino wool for its premium attributes.

The Merino wool market is experiencing unprecedented momentum. Prices have surged to levels not seen in 30 years, driven by a 34% jump in online sales of premium wool products in 2023. Consumer surveys across Europe and North America reveal a strong preference for natural fibres, with 72% of Norwegian respondents favoring wool over synthetics. This sentiment aligns with the circular fashion narrative, where 43% of industry voters at the Future Fabrics Expo 2025 identified sustainability as the top opportunity, positioning wool as a core solution.

For Australian growers and the broader supply chain, the convergence of luxury runway adoption and performance‑wear innovation creates new revenue streams. Brands such as Patagonia, Lululemon and The North Face are launching Merino‑rich lines that emphasize breathability, durability and environmental credentials—attributes highlighted in a 2024 IPSOS survey as key purchase drivers. Under Fry’s guidance, AWI can leverage these trends to secure higher farmgate prices, fund advanced breeding programs, and reinforce wool’s reputation as a high‑quality, eco‑friendly fibre poised for long‑term growth.