Demand from brands and retailers to source Australian cotton and apply to use the Australian Cotton Mark continued to grow in 2024, building on progress from previous years. Since the launch of the Cotton to Market program, over 85 million clothing and homewares products have carried the Australian Cotton Mark, reflecting the strong partnerships between Cotton Australia and leading brands.

In 2024, the program reached another milestone, with more than 33 million items licensed—an increase of 16% from 2023. The number of licensed brand partners also grew to 52, a 33% increase, as more brands chose Australian cotton for their collections.

Ashley Hollis, Brand Relations Manager for Cotton to Market, attributed the ongoing growth to the efforts of Australian cotton growers and the work the Cotton to Market team does to maintain and build relationships with brand partners.
“The continued rise in demand shows how much consumers and brands appreciate the quality of Australian cotton and the sustainable practices behind its production,” Ashley said. “Our team is proud to work closely with brands to ensure they have access to the cotton our growers produce and to strengthen these partnerships over time.”

Leading Australian retailers, such as Target and Big W, were among those submitting the most brand applications in 2024, highlighting their preference for Australian cotton in their products.

“We also value the support of other brands, such as ELK, Sussan, and Aldi, in increasing their support for the local industry.”

The steady growth of the Cotton to Market program reflects the ongoing alignment between industry efforts and the preferences of consumers.
“Our growers continue to meet the demand for high-quality cotton,” Ashley said. “It’s rewarding to see the relationships we’ve built with brands grow and evolve year after year.”