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.
About David Michell
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).
Connect with David Michell here
Key Time Stamps
[spp-timestamp time=”01:35″] David Michell talks about the business Michell Wool and IO Merino
[spp-timestamp time=”03:05″] What IO stands for in IO Merino
[spp-timestamp time=”04:27″] The history of Michell Wool
[spp-timestamp time=”06:36″] How did David Michell get started in the wool industry?
[spp-timestamp time=”07:50″] What do businesses need in order to survive long term?
[spp-timestamp time=”08:36″] What was the reason to start IO Merino?
[spp-timestamp time=”09:55″] What challenges does IO Merino and Michell Wool face today?
[spp-timestamp time=”11:38″] What challenges did IO Merino have at the beginning?
[spp-timestamp time=”12:50″] Learnings from being on both sides of the supply chain
[spp-timestamp time=”14:33″] Key markets for IO Merino and the challenges of international distribution
[spp-timestamp time=”16:36″] How does IO Merino use Social Media?
[spp-timestamp time=”18:26″] About the importance of investing into professional images
[spp-timestamp time=”19:50″] How to benefit from event sponsorship?
[spp-timestamp time=”22:59″] Issues of working along the wool supply chain
[spp-timestamp time=”24:20″] How to connect with Michell Wool and IO Merino?