Museum Shops Link Up on Web

September 4, 2009, The Wall Street Journal — Most people see the Tate Modern and the British Museum as bastions of fine art. Peter Tullin, however, thinks of them as powerful brands.

Mr. Tullin is the co-founder of CultureLabel.com, an online portal that aggregates merchandise from the gift shops of 70 museums and cultural organizations in the U.K. The Web site, which launched in July, is a one-stop shop for creative and quirky commerce, marketing everything from the Saatchi Gallery's limited-edition prints to the Natural History Museum's radio-controlled tarantulas.