Impossible to evoke French know-how without mentioning it. A hundred years old, this brand, which has dressed children around the world, is on the verge of “changing nationality”. Jobs, quality … This is what is likely to evolve.
The modosphere does not know any borders. In joy as in sadness, in poverty as in wealth, for better and for worse; Countries often unite to make a business “marriage” when necessary. Thus, the cross -hits and synergies between nations allow claws in difficulty to reconnect with success. Recently, it is a well -established French brand in the collective imagination that was ceded to an American group.
Specialist in childish fashion, its origins date back to 1893. If it is known today for its famous sailors and its solar yellow waxes, it starts first with the making of underwear, socks and stockings. It is also to her that we owe the invention of the panties as we currently know it: in 1918, the founder’s son reimagine the panties of yesteryear and made it without legs and without button, all in white cotton. Young and old alike have an attachment with this Trojan brand; All generations have brought him to be a child. This tricolor label, which drops moorings in the United States, is only of the Small boat.
This Thursday, September 4, the Rock groupwhich has held the brand since 1988, has officially announced that it gave it to the investment fund Regent. But that the most worried reassures themselves: unlike the other takeovers having taken place in the world of ready-to-wear, Small boat Don’t take water. These are not financial difficulties that have prompted the French giant to sell, but rather the desire to focus on his core business: cosmetics (as his name suggests, it is he who holds Yves Rocher). Indeed, its sales have progressed in recent months, especially among our Japanese colleagues. “In 2024, all of the small boat subsidiaries were (even) growing”hammer our counterparts of World.
In addition, Regent has know-how in the matter: it is to him that we owe the rebranding of SUN… not an easy task. He is therefore both expert in the recovery of brands and expert in the sector. Finally, Small boat Vogue to new horizons, of course, but on the production side, it remains anchored at the Tricolore port: the 1400 French jobs will be preserved, and the manufacture of clothes will always be ensured in its historic Troyes factory.
A news that has not only delighted: some have seen the shipwreck of the ship. But let’s see what the future tells us before giving in to the sirens of pessimism.
