Everyone brought it as a child, then forgotten in favor of Kiabi. Iconic, this French brand is coming back … to the delight of those who grew up in the 80s and 90s.
At a time when ready-to-wear is in trouble, Kiabi is often erected as the example to be followed by the specialized press. Not only did she have successfully resisted Ultra Fast Fashion, but she has reached peaks of popularity like never in the past: favorite ready-to-wear brand in 2023, favorite child fashion in 2025 … We ended up forgetting the existence of a serious competitor, also Made in France. However, the latter dressed us all in childhood. The fact that she came close to compulsory liquidation and narrowly avoided the ax did not help: we all thought she had disappeared as Kaporal. This brand born in 1981, which has a sentimental value in the hearts of Millennials, is none other than the hall.
Today she belongs to Beaumanoir, who took over Jennyfer and 26 of her stores on June 12. Sold by Vivarte in 2020, she continues to trace her way with her 335 stores, but we talk about it less than her rival. However, his clothes are in the same price range: count 3.99 euros for a cotton t-shirt La Halle against 4 euros for the same product claw Kiabi. On the style side, there is enough to delight the whole family: from basic to trend, with for example this jeans -in -drawing pants with 4.5 stars and 149 reviews. The hall therefore has nothing to envy to its enemy and can claim the status of leader like him … except that she seduces less.
The fault of an inefficient digital strategy. On Instagram, if she publishes daily for her subscribers, she does not manage to create a buzz that would explode her visibility and allow her to touch new enthusiasts. The account is an advertising photo relay platform: the brand is not really embodied, carried, experienced by real families. She also does not surf the content creators: she only collaborated with Jesta Hillmann at the end of 2024 and the baker family; Where Kiabi multiplies the formats embodied by real individuals. But everything suggests that the claw will redouble their efforts on it – the last collaboration dating from May.
On Tiktok, the hall has only 155 subscribers. This can be explained by the fact that it does not necessarily intend to conquer the Gen Z. A real mess, because the children of yesterday grow and end up founding their family. However, it is not only the heritage which is transmitted from generation to generation: love for a claw also crosses time by blood.
For the moment, this strategy is conclusive: Beaumanoir believes that it has known “Reclaiming its customers” And “Find the path of growth”. To see what the hall has in store for us soon.
