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

Textiles | On 25th Oct 2016

Arvind to dilute 10% stake in brand business arm

Arvind Limited, one of India’s largest integrated textile and apparel ...

Courtesy: Commonwealth Bank of Australia

Textiles | On 25th Oct 2016

World’s first cotton shipment using Skuchain’s Brackets

The world’s first trade transaction involving shipment of cotton...

Textiles | On 25th Oct 2016

Cotton yield to increase to 568.29 kg/ha in 2016-17: CAB

At its first meeting for the cotton season 2016-17, the Cotton...

Interviews View All

Shawn Honeycutt
Bolger & O'Hearn

‘The Indian market is interesting and rather persistent in seeking new...

Nuno Venda

‘There has been an increase in demand for water based inks, rather than...

Pinkesh Jain
Everflow Petrofils Ltd

‘An innovative technology which India needs desperately is the...

Marten Alkhagen
Swerea IVF AB

Marten Alkhagen, Senior Scientist - Nonwoven and Technical Textiles of...

Eamonn Tighe
Nature Works LLC

Eamonn Tighe, Fibres and Nonwovens - Business Development Manager of...

Johan Berlin
InvestKonsult Sweden AB

Investkonsult Sweden AB has been buying and selling second-hand textile...

Yash P. Kotak
Bombay Hemp Company

One of the directors of Bombay Hemp Company, Yash P. Kotak, speaks to...

Karan Arora
Karan Arora

Bridal couture created with rich Indian heritage, exquisite craftsmanship...

Robert Brunner

Golfwear and menswear brand Devereux is set for greener pastures. Robert...

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

October 2016

October 2016

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


Browse Our Archives


Advanced Search