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Icebreaker store opens in Chamonix-Mont-Blanc
Jan '10
Icebreaker, the New Zealand company that pioneered the outdoor merino wool apparel category, announced the opening of its first independent Icebreaker store, opening in Europe in collaboration with Travel Store SARL as retail partner. It opened Saturday, 16th of January 2010, at 21st Avenue Michel Croz, Chamonix, Mont-Blanc, France.

“After three years in the French market and 100 selected quality doors, this will allow us to grow our brand exposure and consumer awareness in Europe and in France,” said Mélina Holzer, General Manager of Icebreaker France.

Holzer said Icebreaker chose Chamonix for the important première because of its global importance as capital of mountaineering, which attracts passionate “outdoor” people. The store is located in the heart of Chamonix centre and offers a large choice of product on 70m2 retail space in a premium environment. “The team on site will be happy to show and explain our fantastic merino products,” said Holzer.

Launched in 1994, Icebreaker was the first company in the world to develop a merino fiber layering system for the outdoors. It was also the first outdoor apparel company in the world to source merino directly from growers, a system it began in 1997. There are now 10 distinct pure merino fabrics in the Icebreaker system, covering underwear, mid layer, and outerwear.

Already very known in the Southern hemisphere and in some European countries like UK, Switzerland, Benelux Icebreaker is experiencing strong growth in the US and the other European countries, specifically in France, Germany, Spain, Italy and Eastern Europe.

Icebreaker is sold in more than 2,800 stores in 24 countries. Based in Wellington, New Zealand, Icebreaker uses only pure merino hand-picked from 120 high country stations in the country's Southern Alps to create edgy outdoor clothing that combines nature's work with human technology and design. The company is committed to sustainability, ethical manufacturing and animal welfare. In 2008 the company launched “Icebreaker Baacode,” a pioneering supply chain transparency and traceability program. Each Icebreaker includes a unique Baacode, which enables customers to trace the garment online from rearing the sheep through to each stage of the supply chain process.

Icebreaker will unveil its new Fall/Winter 2010 collection at ISPO in Munich at the beginning of February.


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