Starts at 60, the e-commerce platform designed for the online Baby Boomer, has expanded into mature women’s fashion and shoppable content.

Fronted by mature models, high-fashion clothing and accessories, all products are sold via the Starts at 60 marketplace and promoted on the website and through emails.

The styled shoot and range of fashion has enjoyed “terrific reception” from the Starts at 60 community with record sales since launch and positive feedback on social media, according to CEO, Rebecca Wilson.

“Older Australians have been ignored by fashion and e-commerce retailers for far too long in the race to chase younger eyeballs,” she said.

Starts at 60 has also introduced four new fashion and accessories ranges to its marketplace, which is now home to more than 100 e-commerce vendors speaking directly to their over-60 audience of more than one million active users.   

“The Starts at 60 marketplace has worked together with our media team, models and experienced fashion stylists to curate a much wider fashion product range for the mature and active woman just in time for summer. We’ve focused on offering a user-experience in fashion that is the best of breed for older shoppers,” Wilson said.

“We are thrilled to have reached the size and scale where we can lead by example and feature stunning, shapely and curvy mature models at the forefront of our fashions. In fact, we are the only brand we can see in Australia doing so.”