WEALTH June 23, 2026 0 Comments

Avoca Weavers on the Brink of a Breakthrough: What’s Fueling Their Sudden Surge to Success?

Since 1993, the Marketer of the Year Award has been the golden ticket for Ireland’s sharpest marketing minds—a spotlight on those who dare to innovate, captivate, and truly move the needle. But have you ever wondered what it takes to turn a humble, centuries-old weaving mill into a powerhouse brand that not only survives but thrives across generations? Enter Avoca Handweavers, the beloved family-run business that snagged this coveted accolade in 1997. Simon and Amanda Pratt didn’t just rest on their laurels—they pushed boundaries, crafted a signature style, and wove their way into the hearts of locals and international markets alike. Their story is a masterclass in blending tradition with cutting-edge marketing savvy—a tale every entrepreneur aiming for longevity and impact should hang onto. Ready to unravel how innovation stitched together Avoca’s success? LEARN MORE

Since its launch in 1993, the Marketer of the Year Award has recognised Ireland’s most outstanding marketing leaders. In the weeks ahead, MediaPLUS will spotlight some of the iconic figures in Irish marketing who have had the honour of receiving the industry’s premier award.

Avoca Handweavers, founded and managed by the Pratt family since it first began trading in 1974, was honoured for its innovation and responsiveness to the marketplace by winning Marketer of the Year (MotY) in 1997.

The award was presented to Simon and Amanda Pratt, Avoca’s joint marketing directors and the second generation of Pratts to run the business, by Marketing editor Michael Cullen.

Twenty-three years previously, husband and wife Donald and Hilary Pratt had quit their jobs in law and teaching history.

They made for the Wicklow hills and took over a disused weaving mill in Avoca, first deployed back in 1723.

A retail and crafts making business offering unique and natural Irish fashion designs for women developed.

The original mill produced fabrics which were sold in the company’s eight shops in locations like Kilmacanogue, Co Wicklow; Bunratty, Co Clare; Letterfrack, Co Galway; Kenmare, Co Kerry and in the Powerscourt House estate in Enniskerry, Co Wicklow.

Amanda and Simon Pratt directed Powerscourt’s architecture and interior design.

Avoca’s wholesale division exported to the US and Canada.

The Pratts put the success of the business down to a versatile marketing strategy in what had up to then been an exclusively tourist preserve, by investing in original designs and quality materials.

The brand operated in a niche market with a distinctive style that was unmistakably Avoca – it left few openings for competitors.

Pure new wool cloth was weaved from fine to rug weight. The fashion range included women’s suits, coats, skirts, cloaks, mohair throws and rugs.

The focus was on quality, value-added garments targeted at women and later children with the Avoca Kids line.

The company had a turnover of €17m and employed 350 people.

Simon Pratt planned to expand operations by reproducing the Powerscourt style of refurbishment at stately homes in Britain.

The Pratts were the fifth MotY award winners. Liam Marnane, marketing director, Cadburys, was the first winner in 1992 for the Time Out chocolate bar developed from the Snack wafer biscuit in Coolock.

He was followed by Michael O’Rourke, Green Isle Foods; Frank Cruess-Callaghan, Waterford Stanley and Ray Coyle, Largo Foods.

In 2015, the Pratts sold Avoca to the US listed catering company Aramark for an estimated price of around €60m.

Michael Cullen with winners Simon and Amanda Pratt, Avoca Handweavers

The brand had grown to comprise 11 luxury retail outlets and cafes around Ireland.

Buying a retailer was a new departure for Aramark which employed more than 120,000 staff worldwide.

dmg media Ireland is a Marketer of the Year™ (MotY) partner. Launched by Marketing.ie in 1993, the award recognises and honours standards of excellence in Irish marketing. The winner is someone who proves that by using strategy, innovation, communications and impact on the target market to the best effect, they make their brand, product or service an outstanding success.