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Paramo open new store - Ethical outdoor clothing innovator, Páramo Directional Clothing Systems, will open a store in the heart of Covent Garden this Autumn.
In response to ongoing customer requests, Páramo are opening their first retail outlet, working in partnership with climbing hardware retailer, Rock On. This will give customers within the M25 area an opportunity to see, feel, try and buy the whole range of Páramo mountain, country and travel wear.
Páramo’s range of outdoor wear, which spans waterproof outers, reversible base layers, ultra cooling travel kit and insulating overlayers, is set apart from other outdoor clothing in three key ways:
The use of unique Nikwax Directional® Fabrics which direct both liquid water and water vapour around the clothing system to deliver comfort and performance. Nikwax fabrics are inspired by nature, modelled on how mammal fleece actively directs water and air and on water movement in plants, to provide really effective performance as well as durability and longevity.
Ethical production of all our waterproofs in Bogotá, Colombia in partnership with the charitable Miquelina Foundation which provides employment and skills for ‘at risk’ women. Páramo’s involvement with this social project has improved the quality of life for many thousands of underprivileged families in the capital for 15 years.
‘On the hill’ design which places the emphasis firmly on function and practicality, endorsed by outdoor professionals and Mountain Rescue Teams who have made Páramo their first clothing of choice. Over the years, Páramo has racked up numerous awards from industry bodies such as at OutDoor in Friedrichshafen, and from consumers such as the Rambler’s Association Walk awards, and Country Walking and Trail ‘Gear of the Year’ readers’ awards.
To date, Páramo have carefully selected some 150 independent outdoor retailers to offer the garment range, to ensure customers receive the best possible service and advice. Most are outdoor specialists with very useful insights to offer, who understand and know Páramo well. Unfortunately, the lack of independent retailers in the London area has meant customers within the M25 have not had access to either Páramo or this expertise. As a result, Páramo have decided to take the plunge and ensure the brand is available in the capital, working with long term Páramo fan, Dom Sutcliffe, whose existing Rock On retail outlets are situated alongside climbing walls in Birmingham and Mile End.
The long-awaited Páramo store is located at 29 Henrietta Street, London WC2 and opening its doors on 26th October 2007 will be a major step, according to Páramo’s MD and Founder, Nick Brown. “This is an exciting challenge for us. We are absolutely delighted to be here and committed to give it 100% to make it a success. Being in the heart of London will let us be closer to many of our loyal customers and put our brand in front of very many new ones.”
Páramo will also be launching the Páramo Points card, a new loyalty card enabling customers to collect points to be used against future purchases in this store. The store is lining up a number of special events for card holders to help them enjoy their Páramo purchases and their outdoor experiences and adventures.
For more information on Paramo products, please visit their website.