Damart has entered 7 new countries

By

Jean-Paul Leroy

Published
Sep 24, 2015

Although France is still the biggest money-making market for Damart (between 55 and 60% according to Patrick Seghin, CEO of Damartex), this could soon change. The brand for seniors, but which has been undergoing a rejuvenation for some time now, is planning on expanding its international presence.
 

It is currently present in four major countries other than France: Belgium, Great Britain, Switzerland, and the US. After a test period, though, it has decided to move forward in 7 new countries: Spain, Germany, Poland, Cyprus, Lebanon, Japan and Australia.
 
A new international development team was created and has the means to adapt its processes to this acceleration, in particular its information systems.

The 4-person team is in also in direct contact with the underwear production factory in Tunisia to adapt to specific needs (flows, cut, supply, etc.).
 
There is also a big difference between the historic countries where Damart mainly sells ready-to-wear and the new countries where sales are first generated through underwear. "The emblematic underwear represents the brand's DNA and is positioned as the gateway to new markets," says the company.
 
In any case, it isn't a domain in which Damart will compete against other labels. The brand isn't interested by so-called emerging countries. "The population of these countries is too young," explains Patrick Seghin. We prefer countries like Germany, Japan and the United States, where the age pyramid is in favour of seniors."