The male clothing brand bought the brand for an amount of 1.8 million euros.
by Juliette Garnier
Celio takes Camaïeu. The male clothing brand bought the Camaïeu brand at auction on Wednesday, December 7, at the Vendeville sales hotel (North), for an amount of 1.8 million euros. Sold following the compulsory liquidation of the company which, until October, operated 511 stores in France and employed 2,600 employees, the brand fell into the bag of the brand founded by Laurent and Marc Grosman in 1978, leader of the male fashion market.
Sébastien Bismuth, the president of Celio, knows all the development potential and the notoriety of Camaïeu, who, for a time, was the first of women’s fashion distributors in France. This specialist in the recovery of brands worked to put the Jennyfer brand back on the track, renamed you Call Me Jennyfer, before joining Celio in 2020.
“We have very many to regret the disappearance of a brand to which we were attached. (…) We are enthusiastic about giving a second life to Camaïeu so that she can continue to write her story In female ready-to-wear, “said Mr. Bismuth by press release on Wednesday, a few minutes after the auction. 2>” Remember this iconic French brand ”
This vacation was about twenty lots, including mostly dozens of clothing pallets. In November, a first sale allowed liquidators to obtain 3.8 million euros. Noz, destocking brand, had won most of the clothes. This time again, this distributor was in the room. Most of the lots have been awarded more than 40,000 euros, each for around 5,600 rooms.
However, Celio was not interested in the prizes of clothing. The brand has not acquired any. According to the company which operates 374 stores in France and 300 abroad, this acquisition should make it possible to “revive this iconic, known and loved French brand of several million women”.
A dozen bidders had declared themselves for the sale of the Camaïeu brand, priced at 500,000 euros. Among them was the SME MLP, which intended to relaunch the claw on the fashion of fashion made in France. It was without counting on the financial power of Laurent and Marc Grosman, which appear in the list of the first 500 fortunes of France, established by the magazine Challenges. The precise nature of the Celio project, a large distributor of clothing made abroad, has not yet been revealed.