What Fox & Lillie Group does

Fox & Lillie Group is a 100% Australian family-owned agribusiness founded in 1948, operating two core businesses: Fox & Lillie (FOXM), which handles wool trading, export, and early-stage processing; and Fox & Lillie Rural (FLR), an agri-services platform offering wool buying, broking, livestock, and rural property services. The group is one of the top three buyers and exporters of Australian wool, operating 14-15 regional wool stores across Victoria, New South Wales, and South Australia, supported by 120+ employees and a national procurement network. Its technology stack centers on the Genesys certified and traceable wool platform and Responsible Wool Standard certification, with an early blockchain provenance pilot executed with HSBC Voltron in 2019.

The group monetizes wool primarily through export sales to international textile mills in established and emerging wool-consuming countries, supplemented by broking commissions and service fees from Australian woolgrowers. Long-tenured international customers include Jiangsu Jianlu and OTCL, with OTCL representing a 20-year export relationship. Beyond wool, the holding structure diversifies into Yumbah Aquaculture, Matchless Food, and Terra Mare Prime, positioning Fox & Lillie as a multi-vertical Australian agribusiness platform rather than a single-commodity trader. Distribution is store-based and relationship-driven, with no disclosed consumer-facing pricing model; revenue mechanics are tied to commodity price exposure, volume throughput, and certification premiums on traceable wool.

Name

Fox & Lillie Group

Legal name

Fox & Lillie Group

Website

https://foxandlillie.com.au

Company type

Private

Founded year

1948

Operating status

Operating

Headcount range

11–50 employees

Short description

Fox & Lillie Group is a 100% Australian family-owned agribusiness founded in 1948, operating as one of the top three buyers and exporters of Australian wool through trading, broking, livestock, and rural property services across 14-15 regional stores.

Ownership category

akta.pro rank

Headquarters

HQ city

Melton

HQ country

Australia

HQ region

Oceania

Offices8 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Wool Trading and Export: Fox & Lillie (FOXM) is one of the top three buyers and exporters of Australian wool. The company supplies all types of greasy wool and processed wool to established and emerging wool consuming countries throughout the world. Revenue is generated through wool trading margins and export services.
2. Wool Brokerage and Direct Buying: Fox & Lillie Rural provides direct wool buying, broking and marketing options to Australian woolgrowers. Revenue is generated through brokerage fees and margins on direct wool purchases from growers.
3. Livestock Services: Fox & Lillie Rural offers livestock services to farmers, generating revenue through service fees.
4. Property Services: Fox & Lillie Rural has expanded into property services, offering real estate services to the agricultural community.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Fox & Lillie Group buys, brokers, trades, exports and provides early-stage processing of Australian greasy and processed wool through Fox & Lillie (FOXM), and operates an agri-services network (Fox & Lillie Rural / FLR) offering wool buying, broking and marketing options, livestock services and property services to Australian woolgrowers. The company also operates the Genesys platform for certified and traceable wool (including RWS certification) and has diversified into aquaculture and seafood trading.

Product overview

Fox & Lillie Group is an Australian family-owned agribusiness operating two core integrated businesses in wool: Fox & Lillie (FOXM) for wool trading, export and early-stage processing, and Fox & Lillie Rural (FLR) for Agri Services including wool buying, broking, marketing, livestock and property services. The company also operates Genesys RWS Wool, a certified and traceable wool platform. The group has diversified into aquaculture and seafood through investments in Yumbah Aquaculture, Matchless Food, and Terra Mare Prime. With over 75 years of experience and operations spanning 14+ regional wool stores across Victoria, NSW and South Australia, the company connects Australian woolgrowers to global markets through its comprehensive service offering.

Differentiator

Problem solved

Functional benefit

Brands

• Genesys: A specialised certified and traceable wool platform, on which selected accreditation programs are promoted including RWS (Responsible Wool Standard) Wool.

Products and services

• Fox & Lillie (FOXM) Wool Trading & Export Wool trading, export and early-stage processing business supplying all types of greasy wool and processed wool to established and emerging wool-consuming countries worldwide; one of the top three buyers and exporters of Australian wool.
• Fox & Lillie Rural (FLR) Agri Services Agri Services arm offering direct wool buying, broking and marketing options, livestock services and property services to Australian woolgrowers through a network of regional branches and wool stores.
• Wool Marketing Options Comprehensive range of wool marketing options for woolgrowers including direct selling opportunities and classing advice to maximise clip value.
• Livestock Services Livestock services including trading and livestock listing offered through Fox & Lillie Rural's network of regional branches to farmers and livestock producers.
• Property Services Real estate and property services for agricultural land and rural properties, offered to woolgrowers and farmers.
• Wool Store & Testing Network Network of multiple direct buying wool stores and wool testing locations throughout Victoria, New South Wales and South Australia serving Australian woolgrowers.
• Genesys RWS Wool (Certified & Traceable Wool Platform) Certified and traceable wool platform offering RWS (Responsible Wool Standard) certification and Regenerative Wool program development for ethical and sustainable wool production.

Quantifiable outcome

• One of top three buyers and exporters of Australian wool
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eight partnerships are on record, tiered core, strategic and minor.

• OTCL (China)coreStrategic or Co-development Partner · 1 December 2024Fox & Lillie celebrated a 20-year partnership with OTCL in China in December 2024. OTCL is a major wool consuming customer in China, representing the company's significant international market presence.
• HSBCstrategicTechnology or Integration · 1 March 2019Fox & Lillie and HSBC completed the first Voltron blockchain network transaction between Australia and China for a wool shipment in March 2019. This milestone transaction brought the digitisation of trade another step closer to commercial reality.
• Jiangsu JianlustrategicStrategic or Co-development Partner · 1 April 2013A Chinese delegation from Jiangsu Jianlu visited Fox & Lillie Rural in April 2013. Jiangsu Jianlu is a large mill specialising in worsted wool fabric for suits and uniforms, especially in the government sector in China.
• Yumbah AquaculturecoreStrategic or Co-development PartnerFox & Lillie is a major shareholder in Yumbah Aquaculture, the largest abalone farming enterprise in the Southern Hemisphere. This diversifies Fox & Lillie Group's operations into aquaculture and seafood.
• SCAA Shearer Woolhandler Training IncstrategicStrategic or Co-development PartnerFox & Lillie Rural has partnered with SCAA Shearer Woolhandler Training Inc to provide training scholarships and combat the shortage of shearers in the industry through specialised training in wool harvesting.
• Longerenong CollegestrategicStrategic or Co-development PartnerFox & Lillie Rural has partnered with Longerenong Agriculture College to award annual scholarships to students, providing financial assistance towards tuition fees as part of the company's commitment to developing future industry talent.
• Australian Wool Innovation (AWI)strategicStrategic or Co-development PartnerFox & Lillie Rural works with Australian Wool Innovation on various industry initiatives including shearing shed safety workshops and industry development programs.
• RMA NetworkminorChannel Partner/ Reseller/ DistributorRMA Network is referenced as a partner/network affiliation on the Fox & Lillie website footer, indicating a commercial relationship with the RMA agricultural network.

Scale indicators7 records

Recent moves13 records

Expansion highlights3 records

Market position

Competitive moat5 records

Customer concentration

• LinkedInlinkedin.com/company/fox-lillie

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Fox & Lillie Group