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First Orage store opens in Europe

The first flagship store of the Canadian outdoor and ski clothing brand is located in Chamonix, France.

Orage was founded in 1989 by Evelyn Trempe, a business student. After some time Eric D’Anjou joined. Together they continued to develop the brand with a passion for sport and fashion. Orage is based in Montreal and currently owned by MTN Dewds Distribution, but is still managed by the original founders.

“We are thrilled to bring Orage back to Europe as an active apparel leader with an expanded footprint across the continent,” said Orage CEO Eric D’Anjou. “With support from our European retailers, we will accelerate growth in the region while respecting the brand’s DNA and core values.

The decision to expand into the European market rides on the strength of Orage’s wholesale partnerships, which includes support tools such as a Retailer Benefit Program, product service, brand storytelling and community engagement with local ambassadors. “Independent retail plays a critical role in customers discovering Orage as well as its modern silhouettes, sophisticated detailing and durable finishes,” D’Anjou said.

The store offers a range of ski and outdoor products in a pleasant, inviting atmosphere and also acts as a meeting place for like-minded people.