Wool Shopping Made Easier: IWTO Members Launch New Consumer Platforms

As the holiday shopping season approaches, IWTO members across North America are making it easier than ever for consumers to discover and purchase quality wool products through new and expanded e-commerce initiatives. These digital platforms represent a growing trend in connecting wool producers, brands, and consumers in the modern marketplace. From Canada’s new brand directory to the American Wool Council’s 10th annual gift guide, these initiatives are helping shoppers support local producers while accessing high-quality natural fibre products.

Campaign for Wool Canada Launches Brand Directory

Campaign for Wool Canada, a partner of IWTO’s member in Canada, has introduced an exciting new feature to their website: a comprehensive directory of Canadian brands selling wool products, with special emphasis on businesses using locally-sourced fibre.

The directory addresses a persistent challenge for small and medium-sized wool businesses: how to gain visibility in an increasingly crowded digital landscape. With search engine algorithms constantly evolving and advertising budgets often limited, many quality wool brands struggle to reach potential customers online.

This practical solution brings Canadian wool businesses together in one convenient location, allowing shoppers to browse by product category or province. From yarn and knitwear to home goods and felted items, consumers can explore the breadth of Canadian wool products and visit each company’s online shop with a single click. Shop Canadian wool here.

The initiative aligns with Campaign for Wool Canada’s mandate to create opportunities for Canadian wool producers, makers, and entrepreneurs. Canadian businesses selling wool products online can join the directory by completing a simple form on the website.

American Wool Council Celebrates 10th Annual Gift Guide

The American Wool Council (AWC), another IWTO member, is marking a milestone with its 10th annual American Wool Holiday Gift Guide, featuring the “Made to Be Meaningful” campaign. This year’s guide showcases 15 modern, stylish products from brands including newcomers Ebbets, Devium, and Heatstrap—demonstrating that wool extends far beyond traditional sweaters into functional, design-forward products built to last.

The campaign’s timing reflects strategic consumer behaviour insights: 81% of shoppers use gift guides to discover new brands, and shoppable guides can boost purchase intent by up to 48%.

Shop American Wool’s gift guide here.

Global Wool E-Commerce Platforms

Other IWTO members are also maintaining strong online retail presence. The Woolmark Company offers curated shopping experiences through their Merino Edit shop, showcasing premium Merino wool products from around the world. Meanwhile, British Wool’s online shop provides direct access to products made from British-grown wool.

These collective initiatives demonstrate how IWTO members are adapting to evolving consumer preferences while supporting wool producers and businesses at every scale. By making quality wool products more accessible through digital platforms, these organizations are helping build a more connected and sustainable wool industry for the future.

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