When we moved the Hedrena® products to our e-commerce store, Hedrena’s loyal customers told us that they prefer to shop for Hedrena’s premium wool garments in-store, rather than online. We listened to that feedback and in late June announced that Hedrena will now be stocked by the iconic Australian retailer, Fella Hamilton. Hedrena is now stocked in 31 stores Australia wide, as well as through their mail order and online store.
Hedrena will continue to use the same high-quality Australian merino wool that its customers know and love and for the first time, the wool used in Hedrena garments is now sourced from AWN clients through our DNA Provenance program. Each Hedrena garment will now carry a QR code-enabled DNA swing ticket. When scanned, the QR code will allow Hedrena customers to view a short video from one of the regions from where wool for Hedrena was sourced.
“This is a great opportunity for the brand as well as the clientele of AWN to expand the DNA story, with the home of Hedrena now at Fella Hamilton.
At the same time, this provides Hedrena’s customers with the in-store brand experience that they crave,” says John Colley.
Whilst a limited range of Hedrena products will be available via merinoandco.com.au until the end of 2019, Fella Hamilton is the new location for the full range of Hedrena products.