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Press Releases

PrimaLoft® and EMS™ Introduce New Technology Utilizing QR Barcodes

EMS and PrimaLoft® prove continued strength of partnership through unique promotion designed to drive excitement and in-store sales at EMS Soho location

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ALBANY, New York (November 8, 2010) – PrimaLoft®, the world leader in performance insulations and its long-standing brand partner, Eastern Mountain Sports (EMS), are teaming up to launch a new in-store promotion involving a proprietary WIFI in-store network and Quick Response (QR) barcodes.

The PrimaLoft® Infonet technology utilizes a specially programmed and dedicated in-store network that is available to EMS customers with a smartphone or other WIFI enabled device. The Infonet technology closed-loop network is optimized to allow EMS customers the opportunity to instantly learn more about PrimaLoft® insulation available in EMS garments and products.

The technology is being launched November 9, at the heavily trafficked EMS store located at 530 Broadway (at the intersection of Spring & Broadway) in New York City during an event to celebrate the grand re-opening of the EMS Board and Ski Shop at this location.

The technology utilizes a proprietary system – called BuyInfonet – which allows product display areas to be supplied a closed in-store network signal. A customer’s WIFI enabled device can quickly and easily join the in-store network, which directs them to specific, technical information about PrimaLoft® insulated EMS garments. The technology was developed by Alternatives, PrimaLoft® ‘s New York-based advertising agency.

EMS customers can also access the same technical information by scanning Quick Response (QR) codes on point of sale graphics in-store. QR codes will direct smartphone users to a landing page with information about PrimaLoft® insulated EMS products, enabling customers to make informed purchases in a convenient, innovative format.

EMS customers utilizing the new technology will have the opportunity to download a coupon redeemable for immediate in-store savings on EMS gear insulated with PrimaLoft®.

“PrimaLoft® is pleased to partner with EMS to launch the new Infonet technology, and we’re excited to continue to be at the forefront of the QR code trend in the outdoor industry,” said Eileen Berner, sales and marketing director for PrimaLoft®. “The Infonet technology program will provide comprehensive information about PrimaLoft® insulation to EMS customers, while also serving as an immediate call to action for consumers in store.”

PrimaLoft® has incorporated similar QR barcode technology into a national advertising campaign, as well as sponsorships and promotions.

PrimaLoft® is featured worldwide in leading outdoor brands, including EMS, and is the performance insulation and yarn of choice for outerwear, sleeping bags, gloves, footwear, accessories, and socks.

For more information about PrimaLoft®, visit the company Follow the PrimaLoft® conversation online at Facebook and Twitter to stay up to date on the latest happenings and company news.

About PrimaLoft®:
PrimaLoft® is a registered trademark of Albany International Corp. PrimaLoft® insulation was originally developed for the US Army as a water-resistant synthetic alternative to down. Today, PrimaLoft® is regarded as a research and development leader in high performance insulations and yarns, which provide warmth and comfort from head to toe. Its family of products are manufactured in the US, Europe and Asia. The PrimaLoft® brand is recognized globally and is used in leading outdoor and fashion brands, home furnishings, work wear and military applications. For more information, please visit

Media Contacts:

Diane O’Connor

Eastern Mountain Sports
Kate Lynch