Australian Wool Network purchases Merino clothing company Hedrena

Terry Sim, June 29, 2016

Hedrena logo June 29-16AUSTRALIAN Wool Network has purchased Geelong-based Merino clothing company Hedrena for an undisclosed amount.

AWN state manager for southern Australia Mark Quartermain announced the purchase in Hamilton last night, at the retirement celebration for AWN’s senior wool specialist Maurice Jolly.

Mr Quartermain said AWN had purchased Hedrena with the takeover scheduled for July 1.

“Our commitment as a company is continuing to grow into the manufacturing and retail end,” he said.

The acquisition means AWN now owns two major Australian brand companies, including Hysport, a whole of garment knitwear manufacturing business based in Melbourne with retail fashion brands MerinoSnug and Emaroo. AWN purchased Hysport in 2014 and opened its new factory at Carrum Downs in March this year.

AWN is Australia’s largest independent wool broker and the nation’s only wool marketing company with its own Australian-based manufacturing facilities. Through its unique Direct Network Advantage wool supply program, AWN offers wool growers opportunities to process their wool into regionally-branded knitted garments. The Hysport range includes garments made from the MerinoSnug Merino wool and possum hair blend, pure wool and wool blends with alpaca, cashmere and silk.

Hedrena produces a range of pure Merino wool next-to-skin and fashion garments. The family business was established in 1992 by Hedley and Irena Earl, who pioneered the next-to-skin base-layer market for fine Merino wool. More recently the company has been operated by the founders’ sons Ben and Julian Earl.

Hedrena brothers Ben and Julian Earl in 2014

Hedrena brothers Ben and Julian Earl in 2014

Hedrena was formed when the Earls, as fine wool growers weathering the collapse of the Reserve Price Scheme, decided to process and ultimately retail fine Merino wool blankets from their own fleeces. The Woolmark licensee generated an annual turnover of about $4 million in 2014.

In recent years Hedrena opened a new retail outlet in Sydney with the launch of its Sustainable Lifestyle Wear store in St Ives, Sydney along with a major expansion into an online retail presence and the creation of the first Hedrena factory outlet in Geelong, Victoria. In April this year the brand moved into a new Collins Place store in Melbourne.


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  1. Sheila White, May 5, 2023

    I first bought a range of Hedrena in a small shop inside what was Grace brothers in Sydney several years ago. The Fella Hamilton shop only shows the T shirts, but I purchased a long woollen knitted coat and a long evening woollen skirt. I still have them and I know that the new Hedrena garments, that are available at Fella Hamilton stores do not come up the the quality of earlier and also do not have the same colour range. The colour of the cyclamen shirt is nowhere near the same as my older model.

  2. Heather Kelly, August 22, 2022

    It is great to read AWN has contributed to Hedrena Textiles’ continuation.
    As a retired retailer who stocked the brand, I say long may it continue. It’s a fantastic use of our beautiful wool.
    I can’t wait to get to their Collins Place store to see how the garments have continued and developed.

  3. Morag Napier, March 27, 2022

    Just wanted to t ell you that I have about 10 pieces of Hedrena bought from the store in original shop in arcade between Pitt and Castlereagh Street, Sydney. Then a few more pieces from shop in Piccadilly Arcade Sydney. The earlier products have worn much better than the more recent ones and all hand washed in a wool detergent.
    I would like to see Hedrena knitwear shop in the Sydney central business district again.

  4. Isabel Liddle, October 30, 2020

    I also would prefer to buy Australian-made.
    Is the fabric produced in Australia?
    Is the fabric available to purchase?

  5. Pam Solomon, May 2, 2020

    Ben and Julian, I first purchased Hedrena products about 5 years ago & love them, the greatest thing was that they were then made in Australia.
    I recently sourced them at Fella Hamilton and to my horror found they were now made in China. The price, of course, has not come down with cheaper manufacturing.
    In light of what is happening now, I will be trying to source Australian made products which I realise will be difficult.
    Pamela Solomon

    • Barbara Knedlhans, April 1, 2022

      Horror at Chinese made. Better to pay a little more and have wonderful fabric Australian made. My first purchase was made from Geelong store in 2000 and I still love them. Slightly faded, but beautiful as under garments. Underwear is superb year round.

    • Marie Lund, July 21, 2020

      Please, let me know if there are any Australian-made wool products in NSW similar to Hedrena. The Hedrena products were the best, even their classic colours I liked very much. I love my old Hedrena products. I keep them just for travelling and I value them, especially now. Recently I purchased an item from Fella Hamilton, but it is not the same, even the colours are different. Thank you. M L

  6. Margaret Rennie, November 20, 2018

    Would like to know if the store at St Ives sells Hedrena clothing, please. Editor’s note: Email [email protected] for more information, Margaret.

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