Celio

Celio acquired the Camaïeu trademark at auction for €1.8 million in December 2022 after the French womenswear chain’s liquidation, and in summer 2024 launched the first mixed-gender bi-store under a combined Celio-Camaïeu format at the Euralille shopping center in Lille. By spring 2025, the bi-store concept had reached 19 French locations with at least 10 more openings or conversions planned in 2025 and franchise partner rollout beginning early 2026. The transition marks the most significant strategic pivot in the French menswear brand’s history since founding.

Celio reported approximately €600 million in 2023 revenue with slight growth in 2024, recovering from a 2021 court-approved restructuring that closed 102 stores in France and eliminated 383 jobs during the post-COVID downturn. The brand is privately held by the Grosman family, founded by brothers Marc and Laurent Grosman in 1985 as a rebranding of the earlier Cléo women’s boutique; Marc Grosman serves as president and Sébastien Bismuth as CEO. A 12,000 square meter warehouse expansion in the Oise region, finalizing early 2026, will bring the logistics site to nearly 55,000 square meters. Capsule collaborations with manga properties, Chamonix-Mont-Blanc, and content creators Inoxtag and GMK have anchored brand revitalization alongside the “Be Normal” campaign.

Celio operates more than 1,200 stores across 60+ countries, with the new bi-store concept rolling out internationally through 2025 and 2026. Portugal entered in late 2024 (Porto flagship, Lisbon expansion in early 2025), with Greece and Poland planned for 2025 alongside intensified expansion in Spain (Barcelona Splau and Madrid La Gavia). The brand sources approximately 70% of its products from Bangladesh. For mall operators in mainland Europe and emerging markets, Celio is one of the most active mid-market apparel expansion counterparties of 2025, with the bi-store format requiring 1,200+ square meters of footprints, positioning it for high-traffic anchor positions rather than smaller mall units.