JustBrand Limited / Retail / The Warming Store
The experts in
heated clothing.
Founded in 2009, TheWarmingStore is our original and largest retail site. It brings our brands together with products from across the heated clothing industry, giving customers a broad place to shop and giving us firsthand insight into what the category needs next.
Founded
2009
Format
Multi-brand retail
Assortment
Owned & third-party brands
Where it sits
Our original retail platform
What it gives us
Direct category insight
The approach
A view across the heated industry.
TheWarmingStore brings our brands together with products from other manufacturers, giving customers a broad selection of heated gear. Running that assortment gives us direct insight into what sells, what customers ask for, and where products can improve.
It has also connected us with brands and founders across the industry. Some of those long-standing retail relationships later grew into partnerships and acquisitions.
What it teaches us
The signals behind better decisions.
Demand
We see what sells
Shopping patterns across brands, prices, and activities show us where customers are spending.
Product gaps
We hear what’s missing
Questions, reviews, and returns reveal problems to solve and ideas worth exploring.
Relationships
We get to know the makers
Years of buying and supporting other brands build the trust behind future partnerships.
How the acquisitions happened
Relationship Building
Each of these started as a supplier relationship rather than a process. We knew the products because we sold them, and we knew the people because we worked with them.
2019
Gerbing
Founded 1975. We had carried and serviced it for years before we bought it.
2021
Chaheati
The original patented heated chair, acquired from founders we had come to know well.
2025
Venture Heat
A long-standing supplier relationship that eventually became an acquisition.
Inside the store
Growing the
heated category.
TheWarmingStore brings a wide range of heated clothing and cold-weather gear into one place. By helping customers discover the right products for their needs, we make heated gear easier to shop and introduce more people to what the category can do.
- Multi-brand assortment
- Since 2009
- Product expertise
Its place in the group
Where we learn.
Running a store that sells the whole category, competitors included, is how we find out what actually works. It shapes what we build, and it is how we came to know the founders of the brands we later acquired.
Elsewhere in the portfolio
The rest of the portfolio.
