In this episode Andy Caughey, Managing Director of Armadillo Merino, talks about how he founded the business, what key challenges he had to overcome and how he managed to get his Armadillo Merino t-shirts into space. Andy Caughey explains his view on how wool products are multi-attribute products and once consumer understand a wool products they are customers for life.
About Andy Caughey from Armadillo Merino
Andy is a New Zealander and was born into wool. He was raised on a sheep station in West Otago before studying international commerce and marketing at Lincoln University.
Andy left New Zealand in 1988 to champion wool internationally. By executing growth strategies with the New Zealand Merino Company, Ibex Outdoor Clothing and John Smedley he has actively promoted the unique performance attributes of wool and commercially linked fashion brands through the value chain back to wool producers.
Armadillo Merino® was launched in 2011 in response to the injuries being inflicted on soldiers and first responders from wearing synthetics next-to-skin. Armadillo Merino® designs and manufactures skin-side clothing that is now being worn by professionals operating in high risk and extreme environments including astronauts, special forces, firefighters and other remarkable first responders.
Connect with Andy Caughey here
[01:24] About Andy Caughey
[03:32] How Armadillo Merino started
[06:04] Establishing Armadillo Merino in the UK
[06:54] How did synthetics end up on our soldier’s back?
[08:50] The target group of Armadillo Merino
[09:45] How to explain the benefits of wool
[12:22] About the importance of defining a clear target group
[14:22] How wool went to space
[16:32] Generating social media content
[18:28] Having to constantly adapt to the ever changing social media environment
[21:00] The business challenges Armadillo Merino went through
[24:08] Biggest learnings for Armadillo Merino
[26:21] What should change in the wool industry?
[27:25] How to get in touch with Armadillo?