The Naf Naf brand partially taken over by Groupe Beaumanoir

The iconic 1990s women's ready-to-wear brand Naf Naf, which was in receivership, was partially taken over on Thursday, August 7, by Groupe Beaumanoir (Caroll, Bonobo, Cache Cache, Morgan, Sarenza, etc.), according to a court decision consulted by Agence France-Presse.

The group has proposed to take over the Naf Naf brand and around 300 of the 600 or so employees currently employed by the company, according to the same document, as well as 12 of the 102 existing stores, but to operate them under its own brands.

Faced with the crisis in the clothing market and the rise of online sales, Naf Naf is one of those retailers from the 1980s that has been in bad shape for almost twenty years. Founded in 1973 by brothers Gérard and Patrick Pariente, in the Sentier district of Paris, this pioneer of low-cost fashion has had a very chaotic journey since its sale to Vivarte in 2007, passing into the hands of foreign investors, first to the Chinese group La Chapelle in 2018, then to the Turkish manufacturer SY in 2020, before another Turkish supplier, Migiboy Tekstil, in June 2024 .

Naf Naf joins the long list of chains liquidated or cut following collective proceedings. According to calculations by the Alliance du Commerce federation, the sector has lost "nearly 47,000 jobs between 2013 and 2024."