Outdoor footwear and apparel brand Columbia Sportswear has announced a development on its website, www.columbia.com. For the first time, consumers will be able to buy the company’s products directly from the website.
The company said in a statement that online shoppers would have access to “the broadest selection” of products.
"E-commerce is a great platform that allows us to showcase innovative product technologies and to help consumers find the styles they need to enjoy each of their unique experiences in the great outdoors," said Mick McCormick, executive vice president of global sales and marketing for the brand.
This enhancement to the corporate website is the third piece of the company’s direct-to-consumer strategy: with branded stores, outlets and now e-commerce. It hopes the latest initiative will bring consumers closer to the brand.

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