(SGI) No figures are available, but Primaloft is said to have become very profitable after growing for a while at a double-digit rate every year. Some of the profits are going to be reinvested in consumer-oriented advertising to build up brand awareness, probably starting with the autumn/winter 2021 season, to accompany the considerable investments already being made in B2B advertising.
While expanding the range of insulation for technical fabrics that make use of its patented biodegradable material technology, applying them to different segments of the core outdoor clothing market, including the lifestyle segment, Primaloft is looking for new opportunities for its use in other areas such as, for example, acoustics in the automotive sector.
W.L. Gore & Associates, which is much bigger and invests more in advertising, is already involved in many other sectors besides sports clothing and footwear.
With this in mind, Primaloft has established Primaloft Licensing, a new business unit that will focus on licensing the company’s technologies. The company has been licensing them in the home furnishing sector for 15 years, but this has been a minor portion of its business.
Jochen Lagemann, the current senior vice-president and managing director for Europe, will take on the additional role of running the new unit as president of Primaloft Licensing. He will continue to be based in Munich, where he set up Primaloft’s European business in October 2000. He worked previously for Gore-Tex.
Bob Sameski will be the unit’s vice-president. He is described as an expert on licensing. He led all the licensing, marketing, brand management and e-commerce operations for the Body Glove brand, and he worked as an adviser to Symphony Investment Partners on licensing partnerships, mergers and acquisitions.
Meanwhile, Primaloft has promoted Chris Humphris to senior vice-president of global sales. Humphris was most recently senior vice-president of sales for the Americas.