Aberfield weaves global growth partnership

A Leeds communications agency has secured a new contract to support the international expansion of one of Britain’s oldest wool manufacturers.

Aberfield Communications has been appointed by AW Hainsworth to deliver PR, social media and brand communications activity aimed at growing the textile manufacturer’s profile across global markets.

Founded in 1783, AW Hainsworth is one of only three vertically integrated wool cloth manufacturers remaining in the UK and supplies fabrics across sectors including fashion, aviation, interiors and protective clothing.

The Pudsey-based business has worked with brands including Prada, Valentino and Clarks Originals, while also producing cloth for the Royal Guards’ scarlet tunics and technical felt used in Steinway piano keys.

Aberfield will work alongside the manufacturer’s marketing team on PR strategy, trade show support and wider communications activity focused on growth opportunities in the US, Middle East and Far East.

The appointment follows a series of recent client wins for Aberfield, including Moda Living, William Hare Group and Econ Engineering.

Tim Downs, director at Aberfield Communications, said: “This was a fantastic, strategic brief to receive that we knew played to our strengths, so we are incredibly happy to have been chosen to support AW Hainsworth in the next stage of its growth.

“Businesses with the breadth and depth of capabilities and such fascinating stories to tell are rare to find and we really can’t wait to get stuck in. 

“Our priority is to devise a sector and territory-based communications strategy that builds the AW Hainsworth brand while providing its divisions with the autonomy and support they require. 

“It’s a substantial challenge but one we are well equipped to help them solve and we are looking forward to building a long-term, successful relationship with a great client team.”

AW Hainsworth recently received a King’s Award for Enterprise in Innovation for its ECO-DRY fabric, which is used in protective clothing worn by a large proportion of wildland firefighters in Australia.

Amanda McLaren, managing director at AW Hainsworth, added: “The Aberfield team presented a compelling and commercially driven proposal that was perfectly aligned with the aims and ambitions of the business. 

“They were able to demonstrate how they would support our divisions in their key sectors, alongside the AW Hainsworth brand, and understood the need to tell our story as a modern, innovative, performance driven business, which is underpinned by capability, expertise and heritage.”

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