eqwools™

What eqwools™ does

eqwools™ is a B2B fibre brand that engineers Premium Australian Merino wool to run on short-staple cotton spinning systems — roughly half of the world's fibre production infrastructure — without requiring any machinery modifications. The product exploits shorter Merino fibres (28-35mm staple length) that were traditionally left underutilised, lowering raw-input cost while preserving wool's natural thermoregulation, breathability, moisture management, odour resistance and softness. The brand is offered in three tiers — Luxe (18.5 micron, >40 Ne), Fine (19.5 micron, 20-40 Ne) and Knit (20.5 micron, 0-19 Ne) — all sharing the same core characteristics, including optional Superwash treatment and physical traceability via FibreTrace® pigment technology embedded in the fibre.

The company is a brand of Michell Wool, Australia's oldest wool business founded in 1870 and the operator of the world's largest carbonising facility. eqwools™ is headquartered in Melbourne (Level 5, 30 Collins Street), with primary processing at Michell Wool's Salisbury South facility in Australia and a value-adding/fibre-preparation operation in Suzhou, China, from which shipments to global manufacturing hubs typically dispatch within 7-10 days. The technology and commercial backbone is reinforced by a research partnership with the ARC Research Hub for Future Fibres at Deakin University, the only short-staple spinning line in Australia, which supports the company's "Lab to Label" development pipeline, including ongoing R&D into 100% eqwools™ spun on cotton systems.

Commercially, eqwools™ sells fibre directly to spinners, fabric mills, garment makers, brands and retailers across Australia, China, Bangladesh, Vietnam, Turkey, the UK and Europe — recent launches include a Bangladesh rollout with AWI, Woolmark and Austrade (November 2025) and a colour-spinning collaboration with BROS (June 2025). Pricing is issued fortnightly and valid for 14 days, with trial and volume incentives; fibre is shipped in ~120 kg bales (20ft container ~52 bales / ~6.2 tonnes; 40ft container ~13 tonnes). Customers and partners include Square Group, Miswar Group, ioMerino, Own Sourcing International, BROS, and a globally recognised French sports brand. The company is privately held with no public listing, ticker, or disclosed funding rounds.

Name

eqwools™

Legal name

eqwools™

Website

https://eqwools.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

eqwools™ is a B2B fibre brand of Michell Wool that engineers Premium Australian Merino wool to run on short-staple cotton spinning systems without machinery changes, selling traceable fibre in Luxe, Fine and Knit tiers to spinners, mills, garment makers and brands globally.

Ownership category

akta.pro rank

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Fibre Sales (B2B): Bulk sale of engineered Merino fibre in bales (~120kg each) to spinners, fabric mills, and garment makers. Pricing issued fortnightly, valid for 14 days. Fixed-term pricing and volume-based incentives available. Ships from Suzhou facility typically within 7-10 days.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels9 records

Core offering

eqwools™ is a B2B engineered wool fibre brand that produces 100% Premium Australian Merino wool processed to a 28-35mm short-staple length so it can run on cotton spinning systems without machinery changes. The fibre is sold in three micron/yarn-count tiers (Luxe, Fine, Knit), with optional Superwash treatment and FibreTrace® physical traceability, to spinners, fabric mills, garment makers, and apparel brands globally.

Product overview

eqwools™ is a cotton-compatible wool fibre engineered from 100% Premium Australian Merino wool, backed by 155 years of Michell Wool expertise. The product portfolio consists of three distinct tiers—Luxe, Fine, and Knit—each sharing the same core characteristics (short-staple cotton system compatibility, full FibreTrace® traceability, Superwash availability) but differentiated by micron count and yarn count suitability. Luxe targets ultra-fine applications (>40 Ne) at 18.5 micron; Fine serves mainstream versatility (20-40 Ne) at 19.5 micron; Knit addresses structure and durability (0-19 Ne) at 20.5 micron. All tiers are blowroom-ready, designed for blending with cotton, MMCFs, and other fibres.

Differentiator

Problem solved

Functional benefit

Brands

• Luxe: Ultra-fine Premium Australian Merino for next-to-skin comfort and fine, high-count yarns (>40 Ne), with 18.5 micron fibre
• Fine
• Knit

Products and services

• eqwools™ Luxe Luxury, ultra-fine Premium Australian Merino wool fibre engineered for next-to-skin comfort and fine, high-count yarns (>40 Ne). 18.5 micron with 28-35mm fibre length, blown-room ready for cotton systems, available with optional Superwash treatment and full FibreTrace® traceability. Designed for high-precision blending and smooth drafting on cotton spinning systems.
• eqwools™ Fine Versatile Premium Australian Merino wool fibre engineered for medium yarn counts (20-40 Ne) across athleisure, fashion knits, and shirting. 19.5 micron with 28-35mm fibre length, engineered for cotton systems, available with optional Superwash treatment and full FibreTrace® traceability. Premium, adaptable, reliable.
• eqwools™ Knit Robust Premium Australian Merino wool fibre engineered for heavier yarn counts (0-19 Ne) and blend-rich constructions including sweats, fleece, terry, joggers, workwear, and uniform blends. 20.5 micron with 28-35mm fibre length, compatible with cotton systems, available with optional Superwash treatment and full FibreTrace® traceability.

Quantifiable outcome

• ~30% wool delivers thermoregulation close to 100% wool
• +2 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eleven partnerships are on record, tiered core, flagship and minor.

• Australian Wool Innovation (AWI)coreGTM or Marketing Partner · 1 November 2025Partnership for launching eqwools™ in Bangladesh alongside AWI, Woolmark and Austrade. Includes technical presentations and demonstrations for the garment manufacturing hub.
• WoolmarkcoreGTM or Marketing Partner · 1 November 2025Partnership for launching eqwools™ in Bangladesh alongside AWI, Woolmark and Austrade to promote Australian wool in one of the world's largest cotton-based economies.
• AustradecoreGTM or Marketing Partner · 1 November 2025Australian Government trade organisation partnership for launching eqwools™ in Bangladesh, supporting Australian wool exports and market development.
• BROScoreStrategic or Co-development Partner · 1 June 2025Colour spinning collaboration combining BROS's expertise in mélange, top-dyed, and colour-spun yarn systems with eqwools™ cotton-system compatible Merino. Created new expression of wool with tonal richness and visual complexity.
• Michell WoolflagshipStrategic or Co-development Partnereqwools™ is a brand of Michell Wool, Australia's oldest wool business and largest exporter of premium first-stage Merino fibre since 1870. Michell Wool provides 155+ years of heritage, world's largest carbonising facility, and total control from fleece to processed fibre. eqwools™ is the natural progression of Michell Wool's commitment to making wool accessible and everywhere.
• Deakin University (ARC Research Hub for Future Fibres)coreStrategic or Co-development PartnerCollaborative research partnership including fibre dyeing recipes, technical guidance, and product validation. Deakin has the largest and most advanced fibre research group in the Southern Hemisphere and the only short-staple spinning line in Australia. Partnership facilitates 'Lab to Label' concept with commercial results.
• Square GroupcoreStrategic or Co-development PartnerVertically integrated manufacturer in Bangladesh using eqwools™ for yarn development. Combines natural softness, moisture control, and strength of Merino with existing spinning systems for woven and knitted fabrics at mainstream volumes.
• Miswar GroupcoreStrategic or Co-development PartnerBespoke yarn development specialists integrating Premium Australian Merino wool alongside other fibres, engineering specialised yarns with required handle, durability, and processing behaviour for downstream partners.
• Own Sourcing InternationalminorStrategic or Co-development PartnerSupply chain partner providing traceable Merino fibre solutions aligned with responsible, performance-driven materials demand from spinner to garment maker.
• ioMerinominorStrategic or Co-development PartnerAustralian brand launched 'Fusion range' made with eqwools for merino performance at accessible price points, featuring premium fabric blend with FibreTrace provenance.
• ARC Future Fibres Hub DeakincoreStrategic or Co-development PartnerAustralian Research Council funded research hub bridging materials science research and real-world commercial applications. eqwools™ is the bridge enabling Lab to Label concept.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat5 records

Customer concentration

• YouTubeyoutube.com/@eqwools
• Facebookfacebook.com/61583494366824
• LinkedInlinkedin.com/company/eqwools%E2%84%A2
• Instagraminstagram.com/eqwools

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about eqwools™