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It is not easy to write articles to comment on the end of a great adventure. Unfortunately, for several months, we have no choice. Store closures continue due to a historic economic crisis.
This crisis proves to us that even popular groups are not infallible. If they don’t all put the key in the doorthey all feel, more or less strongly, the consequences of this crisis. Today we are announcing the disappearance of a famous men’s brand. Unfortunately, its popularity will not have been a sufficiently high bulwark to prevent it from sinking.
An iconic brand closes its stores
A significant page in the history of French ready-to-wear turns this Saturday. The famous men’s clothing brand, Bayardwill put a definitive end to its activity on October 5, 2024. For the occasion, it will therefore close its 56 stores across France.
This closure of stores is the consequence of a placement in compulsory liquidation. For months, the company sought to balance its finances and hoped to find a buyer, in vain. After nearly a hundred years of existence, the brand leaves behind its customers and 150 employees.
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This closure is part of a difficult economic context for many French ready-to-wear brands. In recent years, brands like Camaïeu, San Marina, André, and Christine Laure have experienced similar fates. Physical stores are seeing a historic drop in footfall.
Bayard: an iconic brand
The creation of Bayard dates back to 1925, in Villeurbanne. The brand was therefore preparing to celebrate its hundred years of existence. An anniversary which, unfortunately, will never see the light of day. However, success was there. Indeed, a few years ago the brand dressed legends like Serge Gainsbourg, Claude François and even Johnny Hallyday.
However, after several years of decline, its turnover increased from 22 million euros in 2019 to only 15 million in 2024. Despite an attempt at legal recovery in 2023, no buyer could be found to save the brand.
Therefore, the closure of stores is necessary. Bayard makes it official via in-store posters and a moving message. “ For nearly 100 years, it is with pride and passion that we have accompanied you on a daily basis towards your natural elegance, whatever your body type.« .
Saturday October 5 will therefore mark the end of a beautiful and long adventure. Customers will of course be able to go there one last time and take advantage of sadly exclusive offers.
To have
This famous fashion store brand adored by French women is closing its doors
A big clearance before closing
Since the stores are closing their doors, the group obviously decides to sell off its stocks. This is why he is organizing a massive clearance sale. On social networks, the brand announces significant reductions. Thus, these will allow its customers to benefit from its latest collections.
The offers are obviously interesting. In fact, discounts of up to -50% on all items are offered, with an additional 70% off for three items purchased.
This final chapter in Bayard’s story reflects the growing challenges facing ready-to-wear players in a constantly evolving market. Indeed, between competition from Discount brands and online sales, many physical stores are emptying out. The French lack purchasing power. So, often reluctantly, they turn to more economical options.
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