ARMOR-LUX
ARMOR-LUX is a privately held French apparel company founded in 1938 in Quimper that designs, produces, and sells maritime-inspired knitwear, ready-to-wear, underwear, and home goods through 85 owned boutiques in France, its DTC e-commerce site, and a technical-nautical sub-brand called Bermudes.
- Company typePrivate
- Founded1938
- HeadquartersQuimper, France
- Headcount501–1,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What ARMOR-LUX does
ARMOR-LUX is a privately held French apparel company founded in 1938 in Quimper, Brittany, specializing in maritime-inspired knitwear and ready-to-wear. Its flagship offer is the iconic marinier\u00e8re (striped sailor shirt), extended into pull marin sailor sweaters, cabans, duffle-coats, underwear, sleepwear, accessories, and a children\u2019s and baby range, plus a home collection covering linens, marine cosmetics, and decorative goods. A sub-brand, Bermudes, addresses technical nautical clothing for sailing and water sports, and a separate professional uniforms line is run on a dedicated storefront.
The company produces in-house at three French production sites anchored by what it describes as one of Europe\u2019s finest parks of knitting machines, capable of producing jersey, rib, interlock, and striped knit variants. Manufacturing holds the Entreprise du Patrimoine Vivant (EPV) certification awarded by the French government in 2010, signaling recognized craft heritage. Roughly 600 employees support the operation.
Armor-Lux runs a primarily direct-to-consumer model through an international e-commerce site (armorlux.com) and a French retail network of 85 owned boutiques, supplemented by specialty storefronts for Bermudes, second-hand items, and professional uniforms. Pricing is unit-based across an assortment spanning approximately \u20ac6.90 socks to \u20ac249 premium items, supported by a loyalty program and seasonal discounting. Go-to-market is reinforced by brand collaborations (Liberty Fabrics, Toile de Jouy, J.Press, Maison Broussaud, Tann\u2019s), cultural sponsorships (Route du Rhum, Festival Interceltique de Lorient, Festival du Bout du Monde), and active social channels on Instagram, Facebook, and X.
ARMOR-LUX firmographics
Firmographics- Name
- ARMOR-LUX
- Legal name
- Armor Lux
- Website
- https://armorlux.com
- Company type
- Private
- Founded year
- 1938
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- ARMOR-LUX is a privately held French apparel company founded in 1938 in Quimper that designs, produces, and sells maritime-inspired knitwear, ready-to-wear, underwear, and home goods through 85 owned boutiques in France, its DTC e-commerce site, and a technical-nautical sub-brand called Bermudes.
- Ownership category
- akta.pro rank
ARMOR-LUX industry classification
Industry- Product category
- Maritime Apparel & Knitwear
- NAICS
- Apparel Manufacturing (315), Clothing and Clothing Accessories Retailers (458110), Apparel Accessories and Other Apparel Manufacturing (31599)
- SIC
- Knit Outerwear Mills (2253), Retail-Apparel & Accessory Stores (5600), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)
- akta.pro primary industry
- Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI)
- akta.pro secondary industries
- Workwear, Uniform & Protective Apparel Manufacturers (CRAAAAAH), Small Leather Accessories Manufacturing (Belts/Straps/Watch Bands) (IMAOAFAG), Cold-Weather Accessories Manufacturing (Thermal Sets/Arm & Leg Warmers) (IMAOAFAJ)
Keywords
Where ARMOR-LUX is headquartered
LocationHeadquarters
- HQ city
- Quimper
- HQ country
- France
- HQ region
- Europe
Offices3 records
Markets served
ARMOR-LUX business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Apparel and knitwear sales: Armor-Lux generates revenue through the direct sale of marine-inspired clothing, including marinieres (striped shirts), knitwear, ready-to-wear, underwear, and accessories. Sales occur through company-owned e-commerce and retail boutiques.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Full-price products across all categories |
| Unit Pricing | Pay-as-you-go | Sale items with discounts from 10% to 70% |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
ARMOR-LUX product offering
Product offeringCore offering
Armor-Lux manufactures and sells maritime-inspired clothing and knitwear in France, centered on the iconic mariniere (striped sailor shirt) and pull marin (sailor sweater). The portfolio spans men's, women's, children's, and baby ready-to-wear, outerwear (caban and duffle-coat), underwear, sleepwear, accessories, and home linens, produced across three French production sites and sold through 85 own-brand boutiques and the company's own e-commerce platforms.
Product overview
Armor-Lux is a French maritime-inspired fashion brand founded in 1938 in Quimper, Brittany. The company offers a comprehensive clothing and lifestyle portfolio centered around its iconic marinière (striped sailor shirt) and pull marin (sailor sweater). The product range spans men's, women's, children's, and baby clothing with ready-to-wear, outerwear (caban, duffle-coat), underwear, and sleepwear categories. Armor-Lux also operates sub-brands including Bermudes for technical nautical clothing, a professional uniforms line (uniforme.armorlux.com), and a home collection featuring linens, marine cosmetics, and decoration. The brand maintains manufacturing operations in France with three production sites and holds the Entreprise du Patrimoine Vivant (EPV) certification. The company also offers a second-hand program and various limited edition collaborations with partners like Tann's, Liberty Fabrics, and J.Press.
Differentiator
Problem solved
Functional benefit
Brands
- Bermudes: Technical nautical clothing brand offering sailing jackets and water sports apparel.
Products and services
- Mariniere (Striped Sailor Shirt)
Companies that use ARMOR-LUX
Customer profileNamed customers2 records
Segments5 records
Ideal customer profiles2 records
ARMOR-LUX technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
ARMOR-LUX partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- Tann'scoreArmor-Lux x Tann's collaboration featuring children's collection with marine-themed designs including lobster motifs and striped patterns in pink and navy blue with marine animal patches.
- Liberty FabricsminorArmor-Lux x Liberty Fabrics collaboration featuring Liberty print fabrics in the collection.
- Toile de Jouy depuis 1760minorArmor-Lux x Toile de Jouy collaboration featuring the iconic French decorative fabric pattern.
- J.PressminorArmor-Lux x J.Press collaboration featuring heritage-inspired designs.
- Maison BroussaudminorArmor-Lux x Maison Broussaud collaboration featuring Limoges porcelain-inspired designs.
- Route du Rhum - Destination GuadeloupecoreOfficial collection partner for the Route du Rhum sailing race, one of the most prestigious transatlantic sailing events.
- Festival Interceltique de LorientminorOfficial partner of the Celtic Festival in Lorient, celebrating Breton culture.
- Festival du Bout du Monde CrozonminorPartner of the Festival du Bout du Monde music festival in Crozon.
- Pur BeurreminorArmor-Lux collaboration with Pur Beurre featuring food-inspired designs.
- Commissaire DupinminorArmor-Lux collaboration with Commissaire Dupin brand.
Scale indicators6 records
Recent moves6 records
Expansion highlights4 records
ARMOR-LUX competitors and assessment
Company assessmentRegional players
- Bonpoint: French premium children's apparel brand; comparable in family-segment premium positioning and Made-in-France craft ethos, overlapping with Armor-Lux's enfant/bébé lines but specializing in the children's category.
Direct peers
- Le Minor: Historic Brittany-based manufacturer (founded 1922) specializing in marinieres and Breton knitwear; competes head-on with Armor-Lux on the same heritage products, target customers, and Made-in-France value proposition.
- Eric Bompard: French premium knitwear specialist focused on cashmere and merino sweaters; shares Armor-Lux's premium-knitwear positioning, DTC boutique model, and Merino wool top-10 ranking cited in the company data.
- Saint James: Founded in 1889 in Normandy, Saint James is the most direct French maritime knitwear competitor, producing marinieres, sailor sweaters, and Breton-inspired clothing with similar Made-in-France positioning and overlapping customer base.
- Petit Bateau: Iconic French apparel brand (founded 1893) owned by Yves Rocher; produces marinieres, underwear, and family clothing with similar heritage and Made-in-France positioning, but at meaningfully larger scale and broader distribution.
- Kujten: Paris-based French cashmere and knitwear brand with a similar premium-DTC model and Made-in-Europe production positioning, targeting overlapping contemporary luxury knitwear consumers.
Broad incumbents
- Sézane: Larger French contemporary DTC fashion brand with strong digital-first positioning and similar premium French-heritage value proposition; competes for the same digitally-engaged French consumer wallet.
- Le Coq Sportif: French heritage sportswear and lifestyle brand; relevant adjacent peer given Armor-Lux's Bermudes technical-nautical sub-brand and shared 'Made in France' heritage positioning.
- Maison Kitsuné: French contemporary lifestyle brand combining apparel, café, and music; broader portfolio than Armor-Lux but overlaps in premium French lifestyle positioning and international boutique retail.
- Aigle: Established French heritage outerwear and footwear brand (founded 1853); overlaps with Armor-Lux's caban, duffle-coat, and maritime outerwear categories but operates at broader scale across workwear, footwear, and outerwear.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
ARMOR-LUX social profiles
Digital presenceARMOR-LUX compliance and trust
Trust signalCompliance1 record
ARMOR-LUX financial estimates
Financial estimateRevenue estimate
Valuation estimate
ARMOR-LUX leadership team
Management profileNumber of profiles
ARMOR-LUX subsidiaries and ownership
Company hierarchySubsidiaries1 record
ARMOR-LUX funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ARMOR-LUX M&A and investment
M&A and investmentM&A3 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ARMOR-LUX
What does ARMOR-LUX do?
Armor-Lux manufactures and sells maritime-inspired clothing and knitwear in France, centered on the iconic mariniere (striped sailor shirt) and pull marin (sailor sweater). The portfolio spans men's, women's, children's, and baby ready-to-wear, outerwear (caban and duffle-coat), underwear, sleepwear, accessories, and home linens, produced across three French production sites and sold through 85 own-brand boutiques and the company's own e-commerce platforms.
Is ARMOR-LUX a public or private company?
ARMOR-LUX is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was ARMOR-LUX founded?
ARMOR-LUX was founded in 1938. It employs 501 to 1,000 people.
Where is ARMOR-LUX based?
ARMOR-LUX is headquartered in Quimper, France, in the Europe region.
How does ARMOR-LUX make money?
One revenue line is on record: apparel and knitwear sales.
Who are ARMOR-LUX's main competitors?
Bonpoint is listed as a regional player. Direct peers are Le Minor, Eric Bompard, Saint James, Petit Bateau and Kujten. Broad incumbents are Sézane, Le Coq Sportif, Maison Kitsuné and Aigle.
Does ARMOR-LUX have an API?
No public API is recorded for ARMOR-LUX.
What industry is ARMOR-LUX in?
ARMOR-LUX's product category is Maritime Apparel & Knitwear. Its primary akta.pro industry code is CRAAAAAI, Outerwear & Cold-Weather Apparel Manufacturers, with a secondary code of CRAAAAAH, Workwear, Uniform & Protective Apparel Manufacturers. Its NAICS code is 315 and its SIC code is 2253.