French apparel brand Damart is aggressively pursuing international expansion and a breakthrough into mass-market retail by 2026. Known for its proprietary fabrics like Thermolactyl and Evolutyl, the brand is focusing its growth efforts on Europe and digital channels.
Damart is prioritizing e-commerce to expand its reach. Already a top-selling fashion name on French platforms like Veepee, the brand is strategically approaching international e-tailers. Its recent launch on German platform Zalando necessitated a supply chain upgrade to offer a four-day delivery window, a benefit now extended to all its online customers. The brand is focused on countries neighboring France, with plans to enter Austria in early 2026. This e-tailer strategy allows Damart to efficiently identify key markets before launching its dedicated local e-shops.
This digital focus is paying off: one-third of Damart’s e-tail sales are now generated outside of France, a figure expected to reach 50 per cent next year. Online business currently accounts for 21 per cent of total revenue.
Damart is also evolving its physical presence and products. For the first time ever in 2025, Damart’s store sales surpassed its traditional catalogue (mail-order) sales, emphasizing the importance of the in-store experience.
The brand plans to enter an undisclosed mass-market chain in Fall/Winter 2026, offering its signature t-shirts at a promotional price of €19.90 (down from €24.90).
Damart is developing innovative recycling solutions, including comforters made from 70 per cent recycled fabric offcuts and shoes using re-spun fibers.
It's combining its popular thermal Thermolactyl with the waterproof RainProtect range for colder seasons and boosting the use of its temperature-regulating Evolutyl fabric.
To kick off its key selling season, Damart will launch an extensive multi-media campaign from October 17 to November 30 across major TV and streaming platforms like Netflix, Prime Video, and Disney+. This push follows a stable performance by its parent company, Damartex group, which recorded a revenue of €521 million in the last fiscal year.
