FOR four decades, MiniJumbuk woollen bedding has helped many Australians enjoy a good night’s sleep.
The Naracoorte business has grown from producing handcrafted woollen sheep for tourists, to selling more than $30 million in quilts, pillows, underlays and blankets annually.
A book – Love Wool: The Story of MiniJumbuk – was released last month to celebrate the journey.
It highlights the vision of Don Wray – a shearer – who bought the business in 1980, as well as key players such as managing director and shareholder Darren Turner.
The 200-page hardback book also includes a history of wool growing in the area and chapters dedicated to the highs and lows of the company, its novel marketing ideas, innovations and the steps involved in making a woollen quilt.
Former ABC radio presenter Alan Richardson has written the book, with the project coordinated by Dee Nolan.
“Fortunately Don and his team had kept photo albums and promotional material from the first 25 years,” Darren said.
Darren says the company’s first big break came when it won a four-year contract to make quilts for Onkaparinga in 1979.
"Then in the early ‘80s Myer approached Onkaparinga to make a new two layer underblanket and they got MiniJumbuk to make them,” he said.
“By the time we had developed them, Onkaparinga had decided that the future was blankets not doonas, leaving MiniJumbuk to market them under their own brand.”
Customers loved them and MiniJumbuk expanded rapidly to win national Small Business of the Year in 1986.
It hit financial strife twice in the early and mid-1990s but has bounced back, defying the trend towards overseas processing.
It uses almost 500 tonnes of raw wool each year and employs nearly 70 staff
Darren attributes MiniJumbuk’s success to three key values – people, product and passion.
He says their philosophy has been to build strong relationships with staff, suppliers, retailers and customers.
“Don always used to say MiniJumbuk was a 20 per cent wool business and an 80pc people business,” he said.
“Everybody involved in the manufacturing process at every point is making a product as if they are making it for their own family and friends.”
Also key has been not compromising superior quality for price.
“If someone thinks of bedding and they think of wool, hopefully they think MiniJumbuk,” he said.
Last year, MiniJumbuk won Myer Supplier of the Year in the up to $15m retail category, a huge coup against global brands.
It has its sights set on growing its international sales, especially to China.
Darren says they hope to double production in the next five years, taking advantage of growing consumer awareness of the wellness benefits of wool.
“The next decade should be a bit easier than some of the previous ones,” he said.
“We have competed against Chinese companies for 20 years but it has come full circle. The Chinese are looking for authenticity and quality which they associate with our brand “
