And since good news never comes alone, its prices will also be cheaper there than elsewhere.
If there’s one place where fashionistas don’t think to set foot, it’s hypermarkets and supermarkets. Indeed, in their imagination, it is impossible to find sartorial gems and stylish clothes. The aisles of these familiar places are then used as a last resort, to find basics and underwear at the last minute when you are caught off guard.
But this French clothing brand risks changing the mentalities of fashionistas angry with mass distribution. Very popular in France for almost 170 years, it plans to arrive in 2026 in hypermarkets and supermarkets in various regions. The brand in question is best known for inventing the first heated and intelligent textile in world history. Over time, this fabric has become cult, so much so that it now has a name: “thermolactyl”. So, since 1953, all families have used it when the cold reaches the territory. You will have understood, it is the tricolor label Damart.
Already very present through catalog sales, digitally or in physical stores, this brand adored by families therefore wishes to conquer another purchasing area appreciated by its target (family and seniors): supermarkets. In mid-October, it announced that it wanted to launch into hypermarkets and supermarkets. And good news for customers: since the selling prices of textiles are lower there, Damart intends to adapt to this by offering clothing less expensive than on its other distribution channels.
Today, on all his circuits, his classic t-shirt costs 24.90 euros. In the future, specifically for hypermarkets and supermarkets, the ready-to-wear label will offer an equally qualitative alternative at 19.90 euros. A possible bet thanks to its own factory located in Tunisia, where all efforts will be made with the aim of“optimize the entire value chain”to reduce manufacturing costs, and ultimately lower sales prices, explains Loïc Bouquet, marketplaces & B2B director of the brand (LSA).
A relevant strategy when we know that in 2025, the main sales channel for the Roubais brand were physical stores: they represented nearly 45% of its turnover. Setting up in a supermarket allows you to create another physical meeting place with your typical customer, and therefore to multiply your profit opportunities. On the other hand, the DNA of Damart rests on the loungewearcomfort and underwear; a textile segment very present in the world of mass distribution. Young and old will therefore have to be patient until next year.
