{"id":131843,"date":"2025-10-16T16:06:08","date_gmt":"2025-10-16T14:06:08","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=131843"},"modified":"2025-10-17T09:09:10","modified_gmt":"2025-10-17T07:09:10","slug":"filiep-blontrock-damart-leeftijdsgebonden-marketing-is-absurd","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/mode\/filiep-blontrock-damart-leeftijdsgebonden-marketing-is-absurd\/","title":{"rendered":"Filiep Blontrock (Damart): \u201cLeeftijdsgebonden marketing is absurd\u201d"},"content":{"rendered":"\n<p>Een jaar na de lancering van het strategisch plan \u201cGoing for Growth\u201d versterkt <strong>Damart<\/strong> de internationale groeiambities. Het merk verkoopt niet langer aan \u00e9\u00e9n generatie, maar voorziet in een behoefte die alle generaties overstijgt, zegt directeur Filiep Blontrock.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Ommezwaai<\/h2>\n\n\n\n<p>&#8220;In&nbsp;2050 zal een op de drie Europeanen ouder zijn dan 60&nbsp;jaar. Leeftijdsgebonden marketing is achterhaald en zelfs absurd geworden. Iedereen wordt ouder, maar niemand voelt zich \u2018senior\u2019. Mensen willen producten die hen comfort, stijl en zelfvertrouwen geven, punt uit. Geen producten \u2018voor hun leeftijd\u2019. Bij Damart hebben we deze ommezwaai gemaakt: we verkopen niet langer aan \u00e9\u00e9n generatie, maar voorzien in een behoefte die alle generaties overstijgt&#8221;, zegt Blontrock.<\/p>\n\n\n\n<p>De retailer start in oktober en november een nieuw marketingoffensief met televisiereclame in zijn drie historische markten Frankrijk, Belgi\u00eb en het Verenigd Koninkrijk. Daarnaast verschijnt het merk op <em>connected tv<\/em> (Disney+, Netflix, &#8230;), op digitale affichage in stations en op sociale netwerken.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Laboratoriumwinkel<\/h2>\n\n\n\n<p>Ook versnelt Damart zijn omnichannelstrategie. Vandaag is de verkoop in fysieke winkels nog goed voor 45% van de omzet. Het eigen winkelnetwerk telt 150&nbsp;verkooppunten in Europa en toont een groei van&nbsp;4,4%, wat bewijst dat de transformatie ook in fysieke verkooppunten aanslaat.<\/p>\n\n\n\n<p>Op 9&nbsp;oktober opende Damart een nieuwe testwinkel van 190&nbsp;m\u00b2 in zijn historische hoofdkantoor in Roubaix. Het is een plek voor experimenten en co-creatie tussen klanten en interne teams. De retailer zal hier innovaties live testen en feedback van consumenten verzamelen om de marktintroductie van de producten van morgen te versnellen.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Groei via marktplaatsen<\/h2>\n\n\n\n<p>Terwijl het aandeel van de omzet via postorder (catalogus) daalt, is er een sterke verschuiving naar digitalisering: de eigen webshop en marktplaatsen samen vertegenwoordigen nu al meer dan 21% van de omzet. Het merk is aanwezig op negen marktplaatsen in Frankrijk (onder andere Amazon, La Redoute, Veepee en Zalando) en dertig in acht Europese landen. E\u00e9n derde van de marktplaatsverkopen is internationaal.<\/p>\n\n\n\n<p>Specifieke productlijnen, zoals Thermolactyl, maakt Damart toegankelijk voor een zo breed mogelijk publiek met een geoptimaliseerd aanbod tegen een prijs van 19,99&nbsp;euro voor de grootdistributie. Er lopen gesprekken met de belangrijkste spelers voor een geleidelijke uitrol vanaf&nbsp;2026.<\/p>\n\n\n\n<p>Moederbedrijf Damartex (waartoe ook Xandres behoort) was in het gebroken boekjaar 2024\/25 goed voor een omzet van 521,2&nbsp;miljoen euro, een lichte daling met&nbsp;0,6%. De operationele EBITDA steeg met&nbsp;28,8% naar 15,8&nbsp;miljoen euro, het nettoverlies halveerde ongeveer, van&nbsp;36 naar 17,7&nbsp;miljoen euro.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Een jaar na de lancering van het strategisch plan \u201cGoing for Growth\u201d versterkt Damart de internationale groeiambities. Het merk verkoopt niet langer aan \u00e9\u00e9n generatie, maar voorziet in een behoefte die alle generaties overstijgt, zegt directeur Filiep Blontrock.<\/p>\n","protected":false},"author":3,"featured_media":131844,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14],"tags":[],"people":[],"extra":[43],"company":[1846],"topic":[88,488],"region":[89],"class_list":["post-131843","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","extra-plus","company-damart","topic-bedrijfsresultaten","topic-marketing","region-frankrijk"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Filiep Blontrock (Damart): \u201cLeeftijdsgebonden marketing is absurd\u201d - 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