In an attempt to open up the Chinese market to merino products, Australian Wool Innovation Limited (AWI) has opened an office in Shanghai. In a statement, AWI said that it aims to work with businesses to develop innovative Merino yarns and fabrics, and to get wider commercial uptake of the existing processing technologies, yarns and fabrics.

More than 150 Chinese textile and apparel manufacturing industry representatives attended the official opening ceremony, and were joined by Australian Consul-General to Shanghai Sam Gerovich and AWI representatives including Deputy Chairman Brian van Rooyen, Director Chris Abel and CEO Dr Len Stephens.

Dr Stephens said, "It's vital that AWI has regular, face-to-face contact with the key decision makers in the manufacturing and retail sector. We need to be on the ground to build relationships with retail and manufacturing businesses in China."

AWI now has a team of six based in Shanghai, focused on building alliances with key players in the knitwear, menswear and womenswear market segments. It also has a representative based in Beijing, working on improving market access, in particular the development of the China-Australia free trade agreement.