Michell Wool spins a yarn into global markets

Backed by the South Australian Government’s Global Expansion Program, Michell Wool, Australia’s oldest wool exporter based in South Australia since 1870, is gearing up to launch a bold new approach to unlock global markets.

eqwools™ is a 100 per cent premium Australian Merino wool. The unique wool innovation enables wool fibre to be spun in the short staple cotton spinning system, the most efficient and available textile spinning system in the world, creating new market opportunities for Australia’s premium wool products.

Michell Wool’s eqwools™ is already available in eight international markets, including Vietnam, Bangladesh, South Korea, Turkiye, India, Pakistan, Italy and Portugal, with growth in sales expected to result in additional jobs at Michell Wool’s Salisbury processing plant.

The Global Expansion Program provides grants to support high-growth, export-ready South Australian businesses to build their export capability and become the state’s next global leaders.

“As a proud South Australian family-owned business with over 150 years of innovation behind us, Michell Wool has always believed in the power of partnership to push boundaries,” said Gaynor Scott, General Manager, eqwools™. “Through eqwools™, we’ve collaborated with the Institute for Frontier Materials at Deakin University to develop a breakthrough solution that tackles one of fashion’s biggest challenges – replacing synthetic fibres with a natura, cost-effective alternative.

“By enabling short staple cotton spinners in key low-cost manufacturing regions to work with 100 per cent Australian Merino wool, we’re disrupting the traditional wool supply chain and opening new pathways for sustainable fashion.

“Our dual sales approach – partnering directly with global retailers and brands to build demand – ensures eqwools™ is not just a fibre innovation, but a commercially scalable movement towards a better future for our planet and our industry,” Gaynor continued.

“We wish to thank the Department of State Development and its Global Expansion Program for supporting Michell Wool’s mission to bring premium Australian Merino wool to the world.”

Michell Wool is one of 12 South Australian companies to be awarded $50,000 through the fifth round of the Global Expansion Program. Other companies include:

·       Australian Orthopaedic Fixations

·       ICSION Medical

·       Makers Empire

·       MAXM Skate

·       Pixelforce Systems

·       Seed Terminator

·       Sementis

·       Seonix

·       The Yoghurt Shop

·       XFrame

·       Xynoptik

eqwools™ is a cost-effective alternative to synthetic materials without compromising on quality and will help to meet the growing global demand for affordable, biodegradable materials. The company’s innovative wool opens up exciting possibilities for integrating Australian Merino into mainstream global textile manufacturing, bringing sustainability, traceability and versatility together like never before.

In the 12 months to May 2025, South Australian wool exports were worth $80.4 million.

Since its inception in 2019, the Global Expansion Program has supported businesses to achieve more than $19.5 million in export sales.