Merino & Co. signs design collaboration with Ronni Kahn AO
Merino & Co. Limited (ASX: MNC) has entered into a collaboration agreement with Ronni Kahn AO for the design and commercialisation of a capsule travel collection under the Company’s YÙE house. The agreement was announced on 21 October 2026.
The collection is a travel capsule comprising no fewer than nine designs, built on Australian merino wool and endorsed “YÙE by Merino & Co.”
The announcement does not disclose revenue, pricing, volume or other financial terms. For investors, the main point is the involvement of a recognised public figure, which may add brand profile as the Company seeks to broaden its reach to new customer audiences.
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Who is Ronni Kahn AO?
Ronni Kahn AO is described in the announcement as a social entrepreneur, author and public figure. Key points from her profile include:
- Founder of OzHarvest, Australia’s food rescue organisation, in 2004, where she is now Visionary in Residence
- Named Local Hero in the 2010 Australian of the Year Awards
- Appointed an Officer of the Order of Australia in 2019 for distinguished service to social welfare
- Subject of the 2018 documentary Food Fighter
- Co-author of the 2020 memoir A Repurposed Life
Born in Johannesburg and based in Sydney, Ms Kahn brings a values-driven public profile to the project. Merino & Co. Managing Director Fiona Yue said her way of thinking about what things are made of “sits naturally with merino wool as a fibre.”
Ronni Kahn AO
“…I want every piece to earn its place in a suitcase. That’s the test I’m holding myself to…”
Ms Kahn also said the collection will be “Australian made from Australian merino wool.”
How the collaboration is structured
The agreement divides authority between the designer and the Company, as set out below.
| Party | Authority |
|---|---|
| Ronni Kahn AO | Design authorship: silhouette, styling, construction, materials and fit, supported by the Company’s House Designer |
| Merino & Co. | Brand, positioning, pricing, manufacturing, supply, quality standards and route to market |
The Company retains authority over pricing, manufacturing, supply and route to market, the commercial levers that typically influence margins.
For investors weighing the route-to-market lever the Company retains, the Australian wholesale rebuild is a useful reference point, with a A$300,000 domestic purchase order from a distribution partner showing how the channel is being reconstructed.
The collaboration follows a “build-then-trade” structure: a design phase during which the collection is developed, followed by an initial term during which it is sold. The announcement does not disclose the length of the initial term or any fee or royalty arrangement.
What is a capsule collection?
A capsule collection is a small, focused range of coordinated pieces, released as a limited line instead of a full seasonal range. For investors, this format generally allows products to be tested with lower risk, supports a tight brand story and gives a clear launch window.
Timeline and strategic rationale
The announcement sets out the following milestones:
- The design phase commences immediately.
- Design phase completion is targeted within six months of commencement.
- First commercial sale is targeted within twelve months.
These are targets rather than guarantees.
According to the announcement, the collaboration advances YÙE as a design-led house within the Merino & Co. portfolio, opening the Travel chapter of its collection sequence and broadening the Company’s reach to new customer audiences.
Fiona Yue, Managing Director
“…This is a design collaboration in the real sense. She is designing it, and we are making it.”
Merino & Co. is a vertically integrated company, involving the design, manufacture, marketing and sale of wool products. It sells through its own online store and offline channels including duty free shops and airports, and exports to international markets including China, Japan and North America.
Export markets already carry a contracted base for the Company, with an exclusive China distribution agreement setting a minimum annual order commitment over an initial three-year term while Merino & Co retains control of supply and quality standards.
The next catalysts to watch are updates on design progress and the first commercial sale.
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