Icebreaker, the New Zealand brand of sportswear and activewear made from merino wool, has opened its first store in Europe. Located in Chamonix, France, and launched in partnership with the retailer Travel Store SARL, the 70-sq.-meter, two-story boutique carries the entire range of Icebreaker products. “We have been present in the French market for three years now and have currently around 100 POS. By opening our store we want to push our brand awareness in France and the whole of Europe,” said Mélina Holzer, General Manager, Icebreaker France. The company, which was founded in 1994, said it chose Chamonix for its association with outdoor sports.

—Melanie Gropler