Mr Carr outside the new Fox & Lillie Rural store in Goornong.

FAMILY-OWNED wool exporter and broker Fox & Lillie Rural has officially opened its new wool store at Goornong, north-west of Bendigo.

The official launch on 19 June 2025, included tours of the store and presentations on mental health awareness and stock and farm theft by guest speakers, Travis Edwards and Dan O’Bree.

The store will be managed by Alister Carr, regional brokerage manager, and the company said it will  expand Fox & Lillie Rural’s current services in the area, offering a comprehensive range of direct wool buying, broking and wool marketing options.

The store will offer AWTA testing and direct to export / shipping services, wool storage, tender services, private trade, and store door buying services and on-farm pickup service.

The launch of the Bendigo wool store comes nearly 12 months after Fox & Lillie Rural’s acquisition of Karee Wool brokerage services. Mr Carr said the strength of Fox & Lillie Rural and his team is a focus on growers and keeping it local.

“We work to provide the best services and advice that support our regional clients and improves their bottom line.”

He said FLR also has a strong focus on supporting their local communities.

“We employ local staff, use local suppliers where possible and sponsor many local events and clubs.”

The Bendigo wool store will also provide local clients access to livestock and property services, as well as strong connections to Fox & Lillie (FOXM), the company’s wool trading, exporting, and early-stage processing business.

The Fox & Lillie Group has also established Genesys, the largest sustainable and traceable RWS wool program in Australia, that provides important network benefits and access to global markets, connecting wool growers with some of the world’s leading brands.