Andrew Cuccurullo is the CEO of Waverley Mills in Tasmania. Waverley Mills is the last remaining woollen mill in Tasmania. The weaving mill produces woollen blankets. When Andrew invested into the company in 2016, the mill was in bad shape and in urgent need of a rebranding and repositioning of its products. Andrew shares the story of how he implemented the new marketing strategy. He even goes into detail about his social media strategy, photo and video shootings and product design.
About Andrew Cuccurullo
Andrew Cuccurullo has a history of clothing and knitwear manufacturing from the late 80’s-2000 working with Gowing Bros and many other retailers. Andrew was also involved with the surf label Insight.
From 2001 – 2014, Andrew worked in the cutting edge of digital technologies for 14 years through start-ups he founded. Currently, Andrew is CEO of Waverley Mills.
Andrew invested in Waverley Mills in April 2016 after seeing the potential of its products and its rich heritage. Since getting involved with the mill he has undertaken a rebranding and repositioning of its products in the marketplace.
Connect with Andrew Cuccurullo and Waverley Mills here:
Waverley Mills is doing a fundraising campaign, have a look here.
Key Time Stamps
[01:28] About Andrew Cuccurullo
[01:50] About Waverley Mills
[04:24] History of Waverley Mills
[08:22] What makes Tasmania special
[10:15] What type of wools are Waverley Mills sourcing?
[11:43] About Waverley Mills recycled wool blanket
[15:23] Target audience of Waverley Mill products
[17:40] Rina Bernabei and Kelly Freeman helped with new designs for Waverley Mills
[21:25] How does Waverley Mills use social media
[24:25] How to tell the Waverley Mills story on different social media platforms
[26:14] Use of video on social media
[26:34] Photoshoots at Waverley Mills
[28:14] How many resources is Waverley Mills investing into social media
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