Patprimo's New Brand Atmos: Sportswear Launch

Patprimo Enters the Sportswear Market

• Patprimo, a brand owned by Grupo Pash, launched Atmos, a new brand focused on sportswear and athleisure.
• Atmos aims to provide high-quality, technologically advanced athletic apparel.
• The brand targets athleisure, a trend merging athletic and casual wear.
• The company seeks to capitalize on the existing athleisure trend, which was popularized in the 1990s and has gained renewed relevance in recent years, particularly during the pandemic.
• Atmos's flagship store in Bogotá's Parque de La 93 will offer workout classes, a co-working space, and casual cafe space.
• This store aims to be a community hub, providing an all-encompassing experience beyond just shopping.
• The company invested heavily ($5 Billion) in creating the new store's infrastructure, technology, and textiles.
• The group currently employs 11,000 directly and 3,000 indirectly.

Employment and Growth Strategy

• The company aims to generate further employment.
• Their goal is for online sales to account for 15% of their total revenue.
• Atmos has partnered with athletic footwear brands to provide complementary products.

Tech-Focused Apparel

• Atmos incorporates advanced technologies into its apparel design, focusing on features like moisture-wicking, fast-drying, and UV protection.
• These features are incorporated into leggings, t-shirts, and pants.
• Manufacturing is primarily in Colombia (90% of garments and 85% of the textiles used).

Market Strategy and Challenges

• The launch of Atmos is taking place in a period of reduced consumer spending.
• The brand maintains that the product quality and inclusive design will attract and retain customers.
• The strategy emphasizes the integration of technology into fabrics.