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Woolmark launches e-commerce

By Danielle Wightman-Stone

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The Woolmark Company has launched an e-commerce marketplace on its consumer-facing website, Merino.com, as it looks to make Merino wool products more “discoverable” for consumers worldwide.

Merino.com doesn’t sell products directly, but instead acts as an aggregator powered by ShopStyle to allow consumers to search for products made from wool, as well as explore the number of brands that use Merino wool specifically in their products and communicate the story of Merino wool from farm to fashion. It features a range of brands from Alexander McQueen to Asos, Banana Republic and Diesel.

Chief strategy and marketing officer of The Woolmark Company Rob Langtry said: “Merino.com is our primary channel for educating consumers on the benefits of Merino wool through highly engaging content.

“The past two years have seen our digital presence significantly grow and our key campaigns are increasingly moving to a digital basis.”

Woolmark also stated it plans to move from a 60 percent digital 40 percent traditional model to a 90:10 split within the next three years, and it is hoped that the newly redeveloped Merino.com by global digital marketing agency Lowe Profero will assist in increasing consumer engagement and provide a central marketing channel for the fibre.

The Woolmark Company was founded in 1964 and is owned by not-for-profit company Australian Wool Innovation.

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