Filiep Blontrock (Damart): “Age-based marketing is absurd”

One year after the launch of its strategic plan “Going for Growth,” Damart is strengthening its international growth ambitions. The brand no longer sells to a single generation, but meets a need that transcends all generations, says director Filiep Blontrock.

Turnaround

“By 2050, one in three Europeans will be over 60. Age-based marketing has become outdated and even absurd. Everyone is getting older, but no one feels like a ‘senior’. People want products that give them comfort, style, and confidence, period. Not products ‘for their age’. At Damart, we have made this turnaround: we no longer sell to a single generation, but cater to a need that transcends all generations,” says Filiep Blontrock, CEO of Damart International.