Investors are increasingly interested in Damartex , the parent company of Damart and its anti-cold clothing. Damartex stock has risen 35% since early October.

Damartex has soared 35% since early October (© Damartex)

The title of the Roubaix group, known for its flagship brand Damart, rebounded 18.4% on Monday, bringing its gains to more than 35% since its two-year low of 9.58 euros, recorded on October 3.

Faced with the increase in gas and electricity prices, the products of the Damartex group are coming back to the fore. The French want to anticipate government measures for energy sobriety and are flocking to warm clothes, including the famous Thermolactyl from the Damart brand, reports France TV in its 1 p.m. news on October 6 .

"We can double our sales compared to last year. These are things that we really see in very cold weather", tells France TV Céline Anzalone, director of a Damart store, in Lille. in the north.

A warming second skin

With the drop in temperatures, investors are increasingly interested in Damartex and its miracle and innovative product for the time, Thermolactyl. Innovative because invented in 1953 by the Despature brothers from rhovyl, a synthetic fiber with calorific properties.

This "second skin" which keeps the heat in made the heyday of the Damart brand and even seduced Princess Diana, who originated the famous slogan "Cold, me? Never!". For the record, Lady Diana was on an official trip to Tokyo in the freezing cold. To a journalist who was worried that the princess was cold, she replied "Cold, me? Never!" revealing to the world that she was a fan of Damart products.

Then over the last few decades, Damart rhymed with corny and produced only for seniors. But the clothing brand has been trying for some time to dust off its somewhat dated image with the release of capsule collections, including one signed with Classic Riders, to protect motorbike lovers from the cold.

An acceleration of the refocusing of the activity

However, the group is trying to cut back on the textile market, which is too dependent on household consumption to accelerate its diversification into home care and home health services. This niche has become Damartex 's favorite hunting ground over the years . The Roubais-based group has accelerated initiatives in this direction since the beginning of the year with the takeovers of Perf R and JP Consult, which specialize in home healthcare services. The acquisition of the Médical Santé group , announced last April, confirmed the company's appetite for this high-potential sector.

Staying at home is also the cornerstone of Damartex 's new strategy . In 2018, the northern group launched the Transform To Accelerate - TTA 2.0 transformation plan intended to position it "as one of the European leaders in the silver economy". As part of this roadmap, Damartex has thus refocused its business portfolio on a limited number of brands.

The ramping up of this division should help Damartex offset the effects of a deterioration in the economic environment in the coming months. The group, however, suffered the blow in the 2021/2022 financial year (ended at the end of June), due to pressure on the price of raw materials. The inflationary environment should also lead to trade-offs in favor of essential spending, to the detriment of textiles.


Post a Comment (0)
Previous Post Next Post