David Michell shares insights about running two distinct wool companies in this Wool Academy Podcast. His long term family owned business Michell Wool is a wool broker and processing business at the beginning of the supply chain processing over 20 mio kg per year. David’s side hustle is IO Merino, an Australian based merino wool base layer brand. David shares why he started IO Merino in 2002 and how it creates synergies for both businesses. David shares his strategies for being successful on social media and getting good returns from event sponsorships. David also emphasises the importance of creating compelling images to tell the story brand to the consumer.
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David Michell is the Owner and Executive Director of Michell Wool, a wool broker and wool processing business. In 2002, David also started IO Merino an Australian merino wool performance base layer brand. David Michell is also the Deputy Chairman of the Federation of Australian Wool Organisations (FAWO).
Michell Wool website
Michell Wool facebook page
IO Merino website
IO Merino facebook page
IO Merino on Instagram
IO Merino on Twitter
[01:35] David Michell talks about the business Michell Wool and IO Merino
[03:05] What IO stands for in IO Merino
[04:27] The history of Michell Wool
[06:36] How did David Michell get started in the wool industry?
[07:50] What do businesses need in order to survive long term?
[08:36] What was the reason to start IO Merino?
[09:55] What challenges does IO Merino and Michell Wool face today?
[11:38] What challenges did IO Merino have at the beginning?
[12:50] Learnings from being on both sides of the supply chain
[14:33] Key markets for IO Merino and the challenges of international distribution
[16:36] How does IO Merino use Social Media?
[18:26] About the importance of investing into professional images
[19:50] How to benefit from event sponsorship?
[22:59] Issues of working along the wool supply chain
[24:20] How to connect with Michell Wool and IO Merino?