French fashion retail group Beaumanoir has taken control of the well-known women’s prêt-à-porter brand Naf Naf, acquiring around half of its workforce and a dozen stores.
The move expands Beaumanoir’s portfolio, which already includes Cache Cache, Morgan, Bonobo, Bréal, and Scottage. The company has absorbed part of Naf Naf’s operations following the brand’s entry into bankruptcy proceedings in May. Beaumanoir described the move as part of its plan to offer a “varied but complementary” range of fashion brands.
The deal, for which the financial terms remain undisclosed, gives Beaumanoir ownership of the Naf Naf brand, an icon of affordable fashion in France during the 1980s and 1990s.“Naf Naf, recognized for its cult slogans and pop and colorful style, is still very much anchored in the hearts of the French,” the group said in its announcement.
As part of the acquisition, Beaumanoir will take on roughly 300 of Naf Naf’s 600 employees and a dozen of its 102 stores. These shops will be converted to feature other Beaumanoir-owned brands, while 55 jobs will be retained directly and the rest relocated within the company.
The purchase brings Naf Naf’s most recent insolvency proceedings to a close. Previously owned by Turkish textile company Migiboy Tekstil, Naf Naf had struggled with cash flow problems since the pandemic, particularly over unpaid rent.
The brand’s recent history has been turbulent. In less than a decade, it has changed ownership four times, reflecting wider instability within the French fashion sector. In 2023, another bankruptcy led to Migiboy Tekstil’s takeover.
Beaumanoir emerged as the successful bidder in the most recent sale process. In 2023, the group reported more than €2.3 billion in sales and employed 15,000 people worldwide. Its operations include 445 Cache Cache stores, 378 Bonobo, 333 Bréal, 174 Morgan, 240 Vib’s, as well as the newer Boardriders and Jennyfer businesses.
According to reports, Beaumanoir’s strong financial position enabled it to finalise the deal. Rival bidder Amoniss, the parent company of Pimkie, also sought to acquire Naf Naf but was rejected by the court overseeing the proceedings.
