Naf Naf

Beaumanoir Group acquired the Naf Naf brand alongside approximately 12 stores and 55 employees in August 2025, ending a five-month receivership process that began with Naf Naf’s third bankruptcy filing in May 2025 at the Bobigny Commercial Court. The Beaumanoir transaction marked the fourth ownership change in under a decade for the troubled French women’s fashion chain, following acquisitions by Chinese group La Chapelle, Franco-Turkish supplier SY International in 2020, and Turkish manufacturer Migiboy Tekstil in June 2024 (which paid approximately €1.5 million and pledged to save 90% of jobs before the brand returned to receivership less than a year later).

Beaumanoir is a privately held French fashion retail group with €2.3 billion in 2023 revenue and 15,000 employees, operating 445 Cache-Cache stores, 378 Bonobo, 333 Bréal, 240 Vib’s, 174 Morgan, and additional banners across the Boardriders and Jennyfer poles. The Naf Naf acquisition consolidates Beaumanoir’s position in the troubled French mid-market women’s fashion segment alongside Camaïeu (acquired by Celio in 2024), with Beaumanoir’s €365 million positive shareholders’ equity and €187 million cash position cited by the Commercial Court as the deciding factor over rival bidder Amoniss (parent of Pimkie). Naf Naf was founded in 1973 in Paris’s Sentier district by brothers Gérard and Patrick Pariente, with the name a tribute to the strongest of the three little pigs from the children’s tale; the 1980s cotton jumpsuit sold more than three million units and anchored the brand’s “grand méchant look” advertising campaigns of the 1990s.

Naf Naf exits Southern Europe entirely under the Beaumanoir transaction, with operations in Spain, Italy, and Portugal placed in bankruptcy and the international franchise network substantially reduced. The brand retained 12 of the previous 102 directly run French stores, with 290,000 surplus pieces from 2022 to 2025 collections sold to liquidation specialist Noz in November 2025 at 70% discount. For mall operators in France, Naf Naf is a counterparty significantly reduced from peak presence, with the surviving footprint operating under Beaumanoir’s centralized commercial real estate organization. Beaumanoir’s stated intent is to operate certain former Naf Naf locations under group sister brands rather than retain them as Naf Naf, suggesting selective retention of the brand identity rather than full network preservation.