The Woolmark Company and one of China's largest babywear brands, Les Enphants, have begun a joint marketing program to educate Chinese consumers about the benefits of merino wool in babywear.

The Les Enphants initiative is part of the Mothers and Babies program at Australian Wool Innovation (AWI), which has been set up to drive demand for merino wool in the lucrative Chinese market.

Products involved include a 100% Australian extra fine merino knitted wool cardigan, blanket and hat, all featuring the Woolmark logo. The products will be sold initially through 30 Les Enphants outlets within high end department stores including Beijing, Shanghai and Hangzhou.

According to AWI, merino wool is the ideal fibre for infants' and children's clothing as it has natural moisture management properties and assists with the regulation of body temperature. The inherent breathability and active moisture management properties of the fibre also helps prevent the skin from becoming clammy, which can provide a more comfortable environment for better sleep, AWI says.

AWI works on behalf of its 29,000 woolgrower shareholders who own the famous Woolmark logo. AWI will continue to work with Les Enphants to grow their Australian Merino wool program over the coming seasons. As a market leader in the babywear market, Les Enphants operates over 2000 retail outlets across Taiwan, China, Indonesia, Singapore and Thailand.

Stuart McCullough, CEO of Australian Wool Innovation said the partnership between AWI and Les Enphants is an important step in a significant program within the company.

"With the trend toward natural products and the emergence of the rapidly growing consumer demand for products consistent with a lifestyle of health and sustainability - commonly known as the "LOHAS" consumer, the launch of this partnership is timely. Les Enphants is the market leader and is the ideal brand to bring the best Merino wool babywear product to the Chinese market".