PrimaLoft, Inc. Reveals New Consumer Website



Website Gives Consumers Easy Access to Technology Benefits; Marks Another Step Toward Revamping PrimaLoft® Brand Identity

LATHAM, N.Y. (August 1, 2014)PrimaLoft, Inc., the world leader in providing comfort solutions with high-performance insulations and fabrics, today officially revealed a completely redesigned consumer-facing website. The site,, provides consumers, retailers and brand partners with easy access to information on the latest PrimaLoft® technologies and availability, and is another branding change for the company since announcing plans in January 2014 to revamp its global identity.

Along with usage of new branding visuals, PrimaLoft’s website features multiple platforms dedicated to educating the consumer about all aspects of the company. The “Technology” section defines each of PrimaLoft’s business units from PrimaLoft® Insulation, to PrimaLoft® Performance Fabric, to the home industry. The “Performance Guide” offers consumers education from a visual perspective showing what to look for on PrimaLoft® hangtags in stores. Also included in the “Performance Guide” is the “Comfort Translator,” an interactive visual that displays how PrimaLoft® products can be used from head to toe in interchangeable environments. Consumers can connect with the company via the social media aggregator displayed on the homepage that randomly populates images and posts from the brand’s social channels.

While consumer education is the main focal point of the new website, PrimaLoft is also using it to connect with brand partners and retailers. The “Retail Locator” tool uses a Google plug-in to identify a list of retailers that sell apparel made with PrimaLoft® products within a specified area by address or zip code. The website provides consumers with a list of the approximately 700 brands PrimaLoft partners with internationally for easy reference. In addition, PrimaLoft plans to launch a new marketing portal in the fall to house various support assets that allow co-branding functionality for brand and retailer partners. 

“This revamped website will significantly enhance our ability to engage with our critical audiences on a completely different level,” said David Newey, director of global marketing for PrimaLoft. “We now have more opportunities to create ongoing dialogue and deliver information on a much timelier basis. The website is just one of the first changes to our identity that consumers will take notice of and we’re looking forward to the next step in our brand revamp.” 

PrimaLoft’s rebranding initiative launched in early 2014 includes a new shield logo, “Feel the Performance™” tagline, and a modernized look that will be utilized in advertising, on social media, and at retail, trade shows and promotional presences. PrimaLoft’s hangtags and labels featuring the new visuals will begin landing at retail for the Fall/Winter 2014 season. The website framework and visuals reflecting the brand’s new identity were designed and created in partnership with PrimaLoft’s advertising agency of record, commonground, based in Chicago, Illinois.


About PrimaLoft, Inc.

PrimaLoft, Inc., a materials science company based in Latham, New York with offices in Germany and Italy, is the world leader in research and innovative development of comfort solutions and high performance insulations and fabrics. Celebrating its 25th anniversary, the PrimaLoft® brand, a registered trademark of PrimaLoft, Inc., delivers feel-good products that are used in the top global outdoor and fashion brands, home furnishings, work wear, hunting and military applications. PrimaLoft® insulation was originally developed for the U.S. army as a water-resistant, synthetic alternative to down. The PrimaLoft® brand is recognized as a benchmark in the outdoor industry for providing unsurpassed comfort in any condition, ultimately empowering users to stay in the moment. For more information,, and follow PrimaLoft on Facebook and Twitter

PrimaLoft®, Feel the Performance™


Sarah Grill

(518) 213-4638