The Woolmark Company has launched an ecommerce store called Merino Shop, as the business moves towards a more digital model.
Merino.com, which stocks wool clothing and accessories, was designed and developed by global digital marketing agency Lowe Profero and is powered by ShopStyle.
Chief strategy and marketing officer of The Woolmark Company Rob Langtry said: “The past two years have seen our digital presence significantly grow and our key campaigns are increasingly moving to a digital basis.”
The business plans to move from a 60% digital 40% traditional model to 90:10 within the next three years.
The Woolmark Company was founded in 1964 and is owned by not-for-profit company Australian Wool Innovation.