Kiwi clothing brand Icebreaker has launched an online store in time to capitalise on the Christmas shopping frenzy.
The Wellington-based company has already been selling its merino clothing range online in the US, Canada and Europe, but not previously in its home country.
Icebreaker founder and chief executive Jeremy Moon said its new e-commerce site would complement the brand's presence in stores throughout the country and in its TouchLab stores in Wellington and Auckland.
"It's no secret that online shopping is the fastest growing channel in retail today, with clothing showing some of the highest growth," he said.
"Our customers are increasingly demanding choice. They want to be able to choose to shop either directly from a brand, or from a retailer with a wide variety of brands."
Icebreaker was founded by Moon in 1994 and now supplies about 3,000 stores in more than 30 countries.