Born in 1973, this fashion brand has spanned generations without ever losing popularity. Competition from ultra fast fashion, combined with the various Covid-19 lockdowns, will have weakened it with three legal redresses at stake. Tenacious, she makes an unexpected return to La Halle.
The ready-to-wear industry has been struggling for several years. Legal proceedings after legal proceedings, even the most popular fashion brands are affected and trying to survive in their own way. If some have permanently closed shop; others, luckier, have found buyers: bought by groups in the textile industry supposed to support them in their new strategic plan, the latter aim to relaunch themselves and find the path to success (or at least, that of profitability).
Among these survivors of ready-to-wear, a French label born in the 70s, that all women of generations X and Y have worn one day. Against all expectations, after three successive legal adjustments in 2020, 2023 and 2025, this brand “big bad look” delivers a happy ending that reflects its optimistic DNA. It escaped yet another threat of liquidation in May 2025, then was finally bought in August of the same year by the Beaumanoir Groupalready owner of the brands Breal, Hide and Seek or even Morgan. NAF NAF will make its grand return to stores in fall 2026.
Or ? When ? How will this return to our shelves take place? Nostalgic fashionistas will have to arm themselves with a little patience before getting their hands on designer gems again NAF NAF. THE Beaumanoir Group has in fact set its thunderous comeback for Wednesday, September 9. Obviously, the Breton giant sees things big: the new collection will include “more than 400 references, including 330 in ready-to-wear and 50 in shoes”we learn in an official press release. These signed clothes NAF NAF will mingle with other designer pieces purchased by Beaumanoir ; like Creeks.
To re-anchor the brand’s ultra-vibrant identity in the imagination of the French, the logo has been redesigned. Exit the black and white of yesteryear: under the paw Beaumanoirit is now dressed in pink, red and burgundy.
As for the location of this comeback, the old stores NAF NAF will not be requisitioned. As a reminder, the Beaumanoi Groupcarried out a partial takeover of the brand founded by the brothers Gérard and Patrick Pariente: on the 102 stores NAF NAF remaining at the time, only twelve were taken up. THE Beaumanoir Group will therefore use its network of points of sale The Hall (acquired in 2020), its own website and e-shop Sarenza.com (also in its brand portfolio) to market the parts NAF NAF (i.e. the equivalent of 339 stores throughout the country). We can’t wait!
