Damart's Thermolactyl T-shirts are now available at major French retailers such as Carrefour, E.Leclerc, Coopérative U, and La Halle. This marks the first time the brand, which has been selling its products directly to consumers for 73 years, has entered mass retail. Founded in 1953 in Roubaix, France, Damart is now aiming to reach a wider audience by offering its products in over 1,100 sales points across the country this autumn. This shift represents a significant change from its traditional model, which relied on mail-order catalogs, its own stores, and an online website. The Thermolactyl technology, developed over more than 70 years, is designed to retain body heat while wicking away moisture. Previously, Damart sold its products through mail-order catalogs and its own stores, but it had already begun expanding its retail presence by selling at stores like Gamm Vert and Intersport, as well as in 32 marketplaces across nine countries. However, the move to large retail chains like Carrefour is notable for both its scale and the broader demographic it targets. Damart is looking to rejuvenate its brand, which has historically been associated with older consumers, and now aims to appeal to a wider age range, from 7 to 99 years old. The new range of Thermolactyl T-shirts starts at 19.90 euros, making the products more accessible to a broader audience. This move follows a period of growth for Damart's store network, with a 4% increase in sales revenue and all of its stores now profitable. The company operates 150 stores in Europe, 95 of which are in France. Damart's general director, Filiep Blontrock, stated that the company's strong physical network allows it to invest in new territories. The expansion into large retail is part of a broader diversification strategy that includes increasing e-commerce sales outside of its own site and expanding internationally, where international sales are expected to represent 40% of the company's activity in the long term. To modernize its image, Damart has launched a new campaign titled La chaleur en mouvement, which features people of all ages and even pets. The brand is also introducing new products, such as "Thermolactyl Light and Warm," a garment that provides thermal insulation equivalent to its "Sensitive 2" level while being 50% lighter. Additionally, Damart plans to launch duvets in December 2026, made in collaboration with the French group PEG and using "Recylactyl" fibers derived from recycled Thermolactyl production waste. For the spring-summer 2027 season, the company will also introduce UV protection UPF 40+ products. Damart, which remains part of the Damartex family group, reported a revenue of 346.8 million euros in 2023 and has approximately 2,000 employees worldwide, with over 1,500 partner sales points internationally.