Home / Knowledge / News / Apparel/Garments / Icebreaker store opens in Chamonix-Mont-Blanc
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.


Must ReadView All

Apparel/Garments | On 23rd May 2017

Apparel, footwear use may rise by 63% in 2030: Report

The apparel and footwear consumption is projected to rise by 63 per...

Apparel/Garments | On 23rd May 2017

Gap Inc earns $3.4 bn in net sales in Q1 FY17

Gap Inc's net sales for the first quarter of fiscal year 2017 were...

Textiles | On 23rd May 2017

Grasim's VSF business net revenue up 12% in Q4 FY17

The viscose staple fibre (VSF) business of Grasim Industries has...

Interviews View All

Smita Murarka

‘There is huge demand in the Indian lingerie market for non-wired styles.’

Binoy Ravjani
Hero's Fashion

‘One of the recent trends in hand block printing is the indigo process,...

Sachin Sharma
Gem Enviro Management Pvt Ltd

There are no significant differences between virgin yarn and PET recycled...

Kevin Nelson

Kevin Nelson, Chief Scientific Officer, TissueGen discusses the growing...

Giorgio Mantovani
Corman S.p.A

Giorgio Mantovani, MD of Corman, with a presence in both Milano and New...

Silke Brand-Kirsch
Schlegel und Partner

Silke Brand-Kirsch, executive partner of Schlegel und Partner, a leading...

Bani Batra

Bani Batra’s couture wedding collection is inspired by traditional Indian...

Wendell Rodricks
Wendell Rodricks

"We should not compare India and the West. There are things we do that...

Tony Ward
Tony Ward

"You have to truly understand what your client wants, know her needs, what ...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies


news category

Related Categories:
May 2017

May 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.


Browse Our Archives


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search