Board of Directors

Steven Woolley

Non Executive Chairman

Mr Woolley is a global brand and retail leader with over 20 years of experience driving growth and transformation for iconic heritage and performance brands across Australia, Europe, North America, and Asia. He holds an Executive MBA and accreditation in Integrative Development Coaching.

Mr Woolley has served in senior leadership and advisory roles with R.M.Williams, Akubra, and Adidas. As Founder of What We’re Made Of (WWMO), he focuses on strengthening leadership and strategy that connect business performance with social and cultural value.

A passionate advocate for Australian manufacturing, craftsmanship, and sustainability, Mr Woolley brings deep expertise in brand development, market expansion, and governance to Merino & Co.

Mr Woolley has been Non-Executive Chair of Merino & Co since 15 October 2025.

Peter Zhao

Mr Zhao brings over 17 years of experience in senior management, corporate governance, and risk advisory services. His career spans across leading accounting firms, Australian listed companies and global retail brands in Australia. Mr Zhao has dedicated 8 years to senior management roles in the retail sector. He currently serves as the founder and CEO of Fleur Jewellery, a fashion jewellery retail store network in Australia. Previously, he held the positions of CFO of Miniso Australia, a globally recognised retail brand, and the General Manager and CFO at AuMake (ASX:AUK), an online and offline cross-border retailer. Mr Zhao holds a Master of Business Administration from the University of Sydney and a Bachelor's Degree in Accounting and Finance from Edith Cowan University. Mr Zhao is also a Fellow Certified Practising Accountant with CPA Australia.

As an experienced business and finance professional, Mr Zhao is equipped with extensive experience in financial management, business strategy implementation and advising on various corporate and cross border transactions. In his capacity as a Non-Executive Director, Mr Zhao leverages his background to provide valuable insights and oversight, enhancing corporate governance and strategic direction for the Company.  

Mr Zhao is considered to be an independent Director and is free from any business or other relationship that could materially interfere with, or reasonably be perceived to interfere with, the independent exercise of the person’s judgement.

Fiona Yue

Ms Yue has grown Merino & Co into one of the largest wool products manufacturers in Australia. She has helped Merino & Co establish retail, wholesale, and e-commerce business channels. Prior to migrating to Australia and establishing Merino & Co, Ms Yue led her own cashmere products manufacturing and distribution business in Inner Mongolia, China. Ms Yue holds a Masters of Business Administration from Edith Cowan University and has extensive business and management experience. 

Ms Yue is employed in an executive capacity, as Managing Director since 1 November 2020.