Difficulty, brand partially taken up: This article explores the topic in depth.
Consequently,
Difficulty. Consequently, brand partially taken up:
The female ready-to-wear brand had been placed in receivership in May, less than a year after its previous recovery. Furthermore, The buyer wants to keep 12 shops out of the 102 existing, but to exploit them under his own brands.
One last chance for Naf Naf? Consequently, The Commercial Court chose this Beaumanoir group (Caroll, Bonobo, cache …) this Thursday August 7, August 7 August. The latter proposed to take over the NAF NAF brand. around 300 employees on the 600 employees currently in the brand, as well as 12 stores out of the existing 102, but to exploit them under its own brands.
Stores had been “Selected for their strategic location allowing the group to continue. strengthen its territorial network on its current brands”. The offer includes. in detail, the difficulty, brand partially taken up resumption of 55 employees of NAF NAF and 253 proposals for reclassification within the other brands of the group. However. she did not satisfy the unions, the CFDT being concerned with “The resumption of a very limited number of stores and employees” by this proposal which “Added more to a liquidative offer”.
Read too Naf Naf, Jennyfer, André, C&A… why buyers fail to relaunch these old stars brands
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A recovery less than a year ago – Difficulty, brand partially taken up
The other offer, that of Amoniss, was dismissed because the group, “As a backup plan since October 2024”present according to justice “Financial fragility”while Groupe Beaumanoir enjoys“A solid financial situation” : “Positive equity up to 365 million difficulty, brand partially taken up euros” et “A cash flow of 187 million euros”. Amoniss proposed to resume 185 employees and reclassify 26.
Faced with cash problems, the brand, which employs 588 employees, was placed in receivership in May. However. it had been taken up less than a year earlier by the Turkish group Migiboy Tekstil, after a previous receivership. He had undertaken to save 90% of jobs and a hundred shops. At the time, the company had offered more than 1.5 million euros to take over the French brand and its subsidiaries in Spain, Italy and Belgium.
But the new strategy has failed to bring people back in stores. where sellers as a client find a drop in quality combined with an increase in prices. The brand has been placed three times in receivership since 2020. in a very difficult context for ready-to-wear brands, faced with a purchasing power at half mast difficulty, brand partially taken up and the boom in ultra-fashion with Chinese platforms like Shein and Temu.
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