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Musto ventures into e-tailing
Australian-based marine, equestrian and lifestyle apparel brand Musto has launched a fully integrated e-commerce offering as it continues to innovate, this time taking to the online sphere to take its designs directly to consumers.
The launch of the brand’s new website and accompanying online boutique, www.musto.com.au, earlier this week marks the first time the wholesale brand has had the opportunity to engage directly with the buying public via the internet.
The new site, designed by Sydney web development company Fashion Identity, features the full range of Musto product available across Australia and New Zealand with its marine and essentials arms the first to launch online. Equestrian, lifestyle, shooting and merchandise ranges will follow in coming weeks.
Aside from discovering what makes the Musto brand and business tick now users of the site will also be able to read about how Musto came about. The site also features Musto’s growing stable of sponsored athletes and events. Users can also have the latest Musto news and offers fired into their inboxes by signing up to the brand’s monthly e-newsletters.
The new site also contains links to the numerous social media platforms used by the brand including Twitter, Facebook and YouTube and provides real-time access to existing inventory and shipment status information.
Musto managing director Duncan Curnow said Musto has always taken its responsibility to its existing clients and retailers very seriously and as a result had incorporated a significant amount of their feedback into the look, feel and design of the new site.
Mr Curnow said while the new site was aimed predominantly at capturing the rural sector, who were unable to view the product at any of Musto’s 100-plus stockists, the new site had the added benefit of better educating existing retailers as to the unique benefits and properties of the product they already carried in-store.
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Established in 1965 by British Olympic sailing medalist Keith Musto, the Musto brand has revolutionised the technical outdoor clothing sector. In recent years Musto has also added equestrian, shooting and fashion arms to its core range.