in Paris, the children's section of the BHV will disappear

On the 5th floor, the offer has shrunk to a trickle and the garish labels announce unbeatable promotions. ” THE toy and children's departments from BHV Marais to Paris, it's almost over », slips an employee to customers surprised by the lack of choice. We are far from the department store's promise to offer “everything to find happiness”. Information confirmed at Paris news by the group that owns 52 rue de Rivoli.

Since 2023 and its purchase by Frédéric Merlin via his SGM, the Bazar de l'Hôtel de Ville has been mired in major financial difficulties. At the end of February 2025, a new stage awaits this emblem of Parisian commerce.

An offer that “was no longer profitable”

Since the end of year holidays, incomprehension has reigned in this former paradise for toddlers. The shelves are sparse and the brands have deserted. All that remains are the soft toys from Doudou and companies – the French company behind the essential Phryge, mascots of the Paris 2024 Olympics, and the timeless toys from Moulin Roty.

As for children's fashion, the sales are unstoppable and the shelves are gradually emptying. “We are going to leave the place at the end of February,” says a saleswoman, speaking on condition of anonymity. In front of her corner, she explains that she is going to be deployed in another store of the brand. “At least I’ll see the day,” she smiles. Newly arrived at BHV, she takes the news with detachment.

Requested by Paris newsthe SGM confirms that “the closing toy and children's departments will be done between February and March
“. Announced internally months ago, the group ensures that “all employees in these departments will be repositioned in other markets (men, shoes, beauty, etc.)”.

The company owned by thirty-year-old Frédéric Merlin specifies Paris news that “the decision was taken because the offer in these sectors no longer met the needsof the customers and that they were not not profitable“. Adding that reflection is underway to “evolve the offer” to make it more attractive “by integrating new brands and new markets”.

“We have the impression of being pushed out for the benefit of tourists and wealthier customers”

“It shocks me, it's my whole childhood », says Marie-Jeanne, a sixty-year-old loyal to Parisian department stores. “When I was little, we went to La Samaritaine and BHV with my father to pick up our presents. We first went to the tools section then to the children's section for our greatest happiness. And then, as the years went by, I went there regularly for my grandchildren…”

With these gradual eliminations, as was the case for the haberdashery and wool department which left and then returned, we have the impression of being pushed out for the benefit of tourists and wealthier customers. It's a bit like chasing families out of department stores.

Repatriation of BHV Men?

According to our information, the 5th floor – today shared by the child, the lingerie and pantyhoseshould be dedicated to men's fashion. A surprising repatriation, especially since the BHV Hommes, today at 36 rue de la Verrerie, was to be extended. “We're going to go down to the 2nd floor in March, with women's fashion,” confides a saleswoman from a major underwear brand who is hardly affected by the move.

“With all the changes in recent years, we have learned to adapt,” she confesses. But we know that we will have to make room and that marks will disappear. We just don't know which ones. » For its part, the SGM confirms the change in level and mentions an “optimized and concentrated offer” but specifies that “it is still too early to give a date and location for the move of the BHV Hommes”.

As for the bookstore, whose empty shelves worry customers, the group assures: “We will maintain itwith the integration of a relaxation area which can also accommodate signings. »

According to Mediapartthe store which will celebrate its 170th anniversary in 2026 has been accumulating losses for years until recording, in 2023, a deficit of 15 million euros.

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