Woolmark appoints new CEO as demand for Merino wool ramps up

Australian Wool Innovation (AWI), the organisation behind the global Woolmark brand, has announced Bryan Fry as its new Chief Executive Officer, effective immediately, replacing outgoing CEO John Roberts.

Fry previously spent over 30 years at Pernod Ricard in Sydney, Australia, the last five years and eight months as Chairman and CEO, where he shaped Pernod Ricard's global wine division, managing brands and production across Australia, New Zealand, Spain and the US.

AWI, Chairman George Millington, said: “Bryan brings global leadership experience, most recently serving as Chairman and Global Chief Executive Officer of Pernod Ricard Winemakers, where he led large scale international operations across multiple markets and premium brands.

“His career is distinguished by a rare combination of hands on agricultural experience as an agronomist, alongside deep expertise in international marketing, brand development and commercial strategy.

“This unique blend of skills positions him strongly to lead the research, development and marketing organisation for Australian woolgrowers, including AWI’s global Woolmark programme.”

Fry added: “I am excited to join AWI and to help deliver better outcomes both on and off farm. Australian wool is by far the best natural fibre in the world, and I am looking forward to playing my part in securing an even brighter future for woolgrowers and the wider industry.”

The appointment comes as the Australian wool market “embarks on its biggest price rise in 30 years,” amplifying the sense of momentum across the industry - with consumer demand high for Merino wool in particular. Online sales of premium wool products grew 34% year-on-year in 2023, according to an AWI Market Intelligence Report.

Meanwhile, at the Future Fabrics Expo 2025, 43% of industry voters identified circular fashion as the biggest opportunity, with wool a core solution.

A study in Norway revealed that the majority of consumers preferred natural fibres over synthetics. Wool and cotton were particularly favoured, with 72% and 63% of respondents, respectively, expressing a preference for such materials.

Wool has also re-emerged as a key material on recent spring/summer runways, featured prominently in collections from Thom Browne, Chanel, Dior, Balenciaga, Victoria Beckham, Givenchy and Celine.

However, Merino wool isn’t just about luxury fashion. On social platforms, fitness and wellness creators are driving a new conversation about the fibre's natural performance.

Sports brands are also leading innovation, with the likes of On, Salomon, Ciele, Patagonia, Lululemon and The North Face all having launched Merino-rich collections.

A 2024 Global Consumer Survey conducted by IPSOS highlighted that key drivers of choice for sportswear are mostly functional, as consumers are looking for products that are breathable, comfortable, lightweight and durable - all benefits that Merino wool offers.

The survey also showed that consumers associated many intangible features with wool, viewing it as a high-quality, environmentally friendly fibre that is worth paying extra for.