Australian woolgrowers from the outback to the coast can now shop for top wool products internationally with the launch of the Woolmark Company’s Merino Shop online.

The Merino Shop draws from online sites around the world to showcase women’s, men’s and children’s garments along with homewares, selling everything from the finest Merino fine wool dresses through to intricately woven wool rugs.

The online marketplace also links consumers with the story behind each product they buy, adding integrity and authenticity to their purchased goods.

The Merino shop is accessed through www.merino.com which Woolmark Company chief strategy and marketing officer Rob Langtry said is the company’s primary channel for educating consumers on the benefits of Merino wool through highly engaging content.

“We often hear from woolgrowers who are frustrated they cannot buy wool products locally given a very large majority of their wool sells at retail in the northern hemisphere, but sites like this make purchasing very high quality wool products a lot easier.”

Mr Langtry said in the past two years Woolmark’s digital presence has grown significantly and its key campaigns were increasingly moving to a digital basis.

“Whilst currently we are about 60:40 digital:traditional, within the next three years we are likely to shift towards 90:10.”

The Woolmark Company’s Merino.com website was recently developed to increase consumer engagement and provide a central marketing channel for the fibre, its products and brand image.

For further details please visit: www.merino.com/shop.

Source: Woolmark.