23-07-2025
Naf Naf considers takeover bids from Beaumanoir and Pimkie
Placed in receivership on May 30, just one year after its takeover by Turkish supplier Migiboy Tekstil, fashion retailer Naf Naf will know more about its future in the next few days. On Wednesday, the Bobigny Commercial Court will examine the takeover bids which have been submitted. There are four bids in total, two of which concern a single store. The two other bids are more substantial: they come from the Breton Beaumanoir group and the northern French chain Pimkie, both of which competed in June for Jennyfer, which is also in receivership. The owner of Cache Cache, Bonobo, and La Halle won the bid.
In a press release, the Sud trade union revealed the contents of the Naf Naf offers. The Amoniss company, which oversees Pimkie, wants to keep the Naf Naf chain, taking over 165 jobs (out of 521), as well as 20 employees at the head office and 34 stores (out of 101 units). For its part, the Beaumanoir group is targeting 55 jobs and 12 outlets, which would be transferred to its own brands. The group confirmed that it would also be acquiring the brand name, with the aim of "injecting a new dynamic and ambitious repositioning into the emblematic Naf Naf brand."
In addition, external reclassifications have been proposed. The Beaumanoir group says it is reserving 253 vacancies for a fortnight in its various store networks, within a 20-kilometer radius of the closing stores. Amoniss, for its part, is offering 26 outplacement positions within its own network.
The court's decision is expected next week.
The union pointed out that Beaumanoir has set aside 500,000 euros, and Amoniss 300,000 euros, to cover the cost of the deal. Sud, the company's minority union, has publicly come out in favour of Beaumanoir's offer. It is calling on the company not to "repeat the mistake made in 2020, which led to the rejection of Beaumanoir's offer and has since led to two additional receiverships, with New Naf Naf and Migi Naf Naf".
Pimkie is still undergoing a two-year continuation plan following a safeguarding procedure. The brand, headed by Elodie Chelle, recently succeeded in attracting former Jennyfer associates to join it.
Beaumanoir intends to expand its portfolio and continue its acquisitions drive, after acquiring 26 Jennyfer stores last month, and securing management of the Boardriders group's board sports brands in Europe in 2024. With all of its assets (Cache Cache, Morgan, Bréal, La Halle, Sarenza, Caroll...), the Saint- Malo -based gaint saw sales of 3 billion euros in 2024. This is almost double the figure four years ago.
In France's turbulent mid-range ready-to-wear market, Naf Naf has been unable to bounce back in recent years. Between 2020 and 2023, the brand created by the Pariente brothers in 1973 was owned by the Franco-Turkish SY international group, which had taken over the brand during a previous receivership. Prior to this, the brand had evolved within the Vivarte group and was sold to the Chinese La Chapelle group in 2018. Migiboy Tekstil was thus the fourth owner of Naf Naf in less than a decade.
