On French territory, nearly 2,000 jobs and 335 shops are now threatened.
She has dressed all the children for almost 30 years. Today, this tricolor brand finds itself in great difficulty, sucked in by the turbulence of the ready-to-wear sector in France. According to theAFPshe therefore requested protection by the commercial court of Lille Métropole this Tuesday, January 27, 2026 – information which was communicated to employees this morning during an extraordinary CSE. His final fate should be decided at a hearing on February 3. In the meantime, the threat of judicial recovery looms over this label born in Roubaix with, at stake, a period of six months on average during which its debts would be frozen, a recovery strategy deployed and this, under the watchful eye of the court concerned. To make the brand survive at all costs and save on certain costs, jobs could therefore be cut and stores forced to close (a scenario that the brand has already experienced THAT). However, its global turnover was 600 million euros in 2025. But it is the figures in France that worry managers, with a drop of 11% compared to the previous year.
Born in 1996 under the leadership of Jean Duforest, the famous French brand originally derives from the “children’s” section of Shades. Indeed, at the time, the brand known for its women’s line also offered a men’s line – which became Jules subsequently – and a child line – the one that interests us today. Shades then chose to part with it in the middle of the decade… Neither one nor two, Jean Duforest joined forces with Jean-Luc Soufflet to take over this range and launch it under a brand new brand called Okaïdi.
The 2000s saw the birth of Okaïdi (3 – 14 years old) and his little sister Obaïbi (0 – 3 years). The children’s fashion brand is now present in many large cities, whether in shopping malls, shopping centers or in the form of independent boutiques. For the moment, nearly 2,000 jobs and 335 stores are threatened on French territory. Foreign subsidiaries are not affected.
It is in reality the entire group to which it belongs, IDkidswho requested his placement under protection. The brand Oxybul and the logistics company IDLOG are also affected by this legal procedure.
