Famous symbols gives brand authenticity

Kelly & Windsor Australia is known by Australian consumers for its high quality alpaca fleece bedding products made in Australia.

It was launched as a brand new product five years ago with a focus on the main differentiator from its competitors: the unique use of alpaca fleece. These days Kelly & Windsor Australia’s innovative chemical free bedding products, including pillows and quilts, are sold around the globe. The main marketing message used to promote these quality products is now that they are Australian made.

“Our story used to be that our products were made from alpaca fleece. It still is, but we soon realised that the fact that our products were Australian made was actually just as important to our target markets,” explains Kelly & Windsor Australia’s Managing Director Trevor Beuth.

"Using the logo enables us to leverage from the high consumer and retailer recognition of the logo. Consumers trust the logo and using it on our products gives us a certification of authenticity."

Kelly & Windsor Australia targets three key markets; domestic consumers, tourists shopping in duty free shops and selected export markets.

“The logo works differently for us in all three target markets. Australian consumers want to buy products made in Australia and as a result, using the logo in domestic markets has worked really well. Tourists also want to buy products that they are sure are Australian. Our product is different, yet still very Australian. Using the logo also makes it easier to get shelf space in the duty free shops. Australia represents many of the same things as our products – clean, green and high quality. In international markets where consumers may not know what alpacas are, we find that using the Australian Made, Australian Grown logo is what sets us apart from the competition.”

Kelly & Windsor Australia is the only commercial manufacturer of alpaca bedding in Australia and uses only certified Australian grown alpaca fleece. The business continues its expansion into export markets and aims to export two thirds of all its sales in 2007. For more information about the Victorian business, please click here.