The Woolmark Company has launched an e-commerce marketplace on its consumer-facing website, Merino.com, making Merino wool products more discoverable for consumers worldwide.

Called Merino Shop, this online tool is powered by ShopStyle and allows consumers to browse the world’s finest wool clothing and accessories. This website was designed and developed by global digital marketing agency Lowe Profero

As an ingredient brand, the Woolmark brand communicates the story of Merino wool and takes consumers on the journey from farm to fashion. But thanks to Merino Shop consumers are now able to link the products they buy back to the story behind each product, adding integrity and authenticity to their purchased goods.

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

“The past two years has 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.”

Moreover, Merino Shop allows tens of thousands of Australian woolgrowers to explore the diverse range of products created from the fibre they cultivate.

Recently redeveloped, The Woolmark Company’s Merino.com website aims to increase consumer engagement and provide a central marketing channel for the fibre, its products and its brand image. Merino.com is an engaging online destination that explores the use of Merino wool, from fleece to fashion. Told through the perspective of the world’s leading fashion designers and brands, and the clothes they create, it is a place for consumers to learn about the true substance of the world’s finest wool.