Bluey Merino: Embarking on a New Adventure in Tasmania

We have some exciting news to share with you: Bluey Merino is relocating from New South Wales to Tasmania. We’ve always felt like we were a Tasmanian brand at heart, so it’s finally time for us to make it official. Here are just a few of the many reasons we decided to make the big move to Tassie.

Tasmania has a unique connection to nature.


Tasmania is one of those rare places where you can still listen to nature and be taken by the untouched and unspoiled wilderness. Tasmanians have a special and unique connection with the land, which Bluey Merino relates to. Our main purpose has always been to encourage people to get outdoors and feel connected with nature – and that’s what Tasmania is all about.

Photos provided by Brand Tasmania©

Tasmanians are passionate about what they do.


The more we get to know Tasmanians, the more we notice that conversations always seem to return to one topic: passion. This is something that feels familiar to us. Bluey Merino has always been passionate about creating ethical, long-lasting, high-quality garments and to do what we love surrounded by people who are just as passionate about their own work is sure to be both motivating and inspiring.

We want to quietly pursue the extraordinary.


Each time we visit Tasmania, we feel instantly welcomed into the people’s way of life – something that is referred to as the ‘Quiet Pursuit of the Extraordinary.’ We love that life feels less complicated, slower, and more authentic. It is a feeling that is unique to Tasmania – and it is one that we can’t wait to embrace as we work harder than ever towards innovation in our industry.

Premium merino wool is in abundance.

Tasmanian growers produce premium, ethically grown merino wool – some of the softest in the world. Since half of Bluey Merino’s range is already being sourced from local Tasmanian growers, it is no surprise that we decided to move to Tasmania. This is our first step towards becoming a truly exceptional Tasmanian brand with a carbon neutral, ethically sourced and sustainable product focus.

Bluey Merino aspires to be known and loved by locals. We are so excited to become a Tasmanian company. Stay tuned for more exciting news to come.

Bluey Merino will be closed from the 10th of September until the 30th of October 2022.

Customers can still place online orders during this time. However, shipping will resume on the 5th of November 2022. We appreciate your patience and understanding.