The luxury children’s ready-to-wear brand is changing hands. After spending 17 years under the French family holding company EPI, the latter sold the brand to the listed Chinese group Youngor.
Youngor: the Chinese clothing juggernaut takes over Bonpoint
After weeks of rumors, the information has just been confirmed by the main parties involved. Christopher Descours’ investment company, EPIsigned a sale agreement with the Chinese family group Youngor concerning the children’s luxury brand Bonpoint. According to the media The Letterthe transaction is valued at 200 million euros.
The Youngor conglomerate is listed on the Shanghai Stock Exchange and employs more than 18,000 people. An Asian clothing juggernaut which also stands out in the real estate, hotel, transport and logistics sectors.
“For fifty years, Bonpoint has been able to promote excellence and embody French savoir-vivre. We will put our expertise at its disposal, and in particular our in-depth knowledge of the Asian market, to continue this dynamic.”declared a Youngor spokesperson when the acquisition was announced.
Founded in 1975 by the entrepreneurial couple Marie-France and Bernard Cohen, Bonpoint very quickly enjoyed great success in France and internationally. In the 1980s, the brand diversified and invested in the skincare and perfume sector, notably with the launch of Eau de Bonpoint.
Bought in 2007 by the EPI holding company, which notably owns the JM Weston brand and the Piper-Heidsieck and Charles Heidsieck champagnes, Bonpoint continues its rise by developing more than 130 points of sale around the worldincluding around thirty in China. An effective strategy: in 2023, the brand’s turnover amounted to around 150 million euros.
Luxury children’s fashion is popular in China
Premium children’s fashion is clearly an attractive segment in China. A few months ago, we learned that the concept store dedicated to kids Smallable which had been placed in compulsory liquidation on July 31 was finally taken over by the Hong Kong rights company AA Investments.
