Woolmark launches merino wool e-commerce site

By

Matthieu Guinebault

Published
Nov 27, 2014

The brand dedicated to the international promotion of wool, which is owned by Australian Wool Innovation (AWI), is launching an e-commerce site that connects the websites of various brands offering merino wool.

The store does not sell products directly, but instead acts as an aggregator. Designed by digital marketing agency Profero Lowe, the site is primarily intended to show consumers the extent of products made from wool as well as the number of brands that use merino wool specifically. Woolmark has further indicated that the site allows woolgrowers to explore the diverse range of products created from the fiber that they cultivate.

"Merino.com is our primary channel for educating consumers on the benefits of merino wool through highly engaging content," said Rob Langry, global chief strategy and marketing officer for Woolmark. "The past two years have seen our digital presence significantly grow and our key campaigns are 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 site features both menswear and womenswear, as well as clothing and toys for infants and children. It also includes a section dedicated to homewear. 

In terms of brands, the range is extensive in terms of both names and price levels. They include Alexander McQueen, American Apparel, Balenciaga, Balmain, Armani Jeans, as well as Asos, Adidas, Banana Republic, Chloe, Diesel and D & G..