FRENCH distributor Damart, that was the first to propose thermal underwear produced with Thermolactyl fibre, opened a new flagship store in Brussels. Sited on the prestigious avenue Louise alongside the boutiques of world luxury brands, the new store proposes the company’s full range of outerwear as well as innerwear for men and women. CEO Patrick Seguin commented: “Our objective is to double the international presence of Damart, in terms of countries, within the next ten years.”
Although Damart pioneered the concept of thermal underwear in the past century, it has since been overtaken in many major markets by Uniqlo and its HeatTech underwear. Winning back its leadership in that sector will not be easy, if it can be done at all.