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Brands have been living with an economic crisis for five years. In France, even the most popular groups must rethink their strategy to survive. As consumer habits evolve, it is essential to stay ahead of the curve and evolve how stores operate.
Unfortunately, many brands are unable to cope. So, despite their apparent popularity, they end up closing several stores. Worse, in some cases, they disappear. The brand we are talking about today does not want to experience such a fate. She is therefore preparing to experience a major transformation, one of the most important in its long history (since 1893).
A legendary brand with 370 stores
The brand we are talking about is Petit Bateau. If the latter has existed since 1893, it registered the name of the brand in 1920. As you can imagine, this emblematic name comes from the children's nursery rhyme ” Mom the little boats« .
This brand specializes in clothing and underwear for children. Since its creation, it goes through the years and meets with great success. If its stores have been full since its beginnings, it is because the brand manages to stand out from the crowd. We are thinking in particular of the innovation of panties, the idea of Étienne Valton, the son of the founder.
To have
This flagship fashion brand in France announces the permanent closure of these stores
In 1937, Petit Bateau won the Grand Prix for innovation, and after the Second World War, its influence extended throughout France. In 1988, the company was bought by the Rocher group, famous for its Yves Rocher brand.
With this support, Petit Bateau became essential and managed to export internationally. Currently, the brand has 370 stores around the world, including 200 outside France, and collaborates with 760 retailers, of which 500 are located abroad.
A new strategy for the brand's stores
Let's immediately reassure Petit Bateau fans, the brand is doing well. She can boast of having a healthy financial situation. However, the Rocher group has just announced its intention to sell the brand. In fact, he wants to refocus on the cosmetics sector.
-According to Jean-David Schwartz, general director of the group, this decision is part of a strategy aimed at concentrating efforts on brands like Yves Rocher, Arbonne, Dr Pierre Ricaud and Saboncloser to the company's core activity.
This future sale should not send the wrong message to investors. Indeed, in 2024, stores recorded a 3% increase in turnover worldwide. In France, this increase stood at 7%. This is no small victory in a sector in decline.
To have
This very popular tea is the subject of an urgent product recall in France, the stores concerned
Looking for the right buyer
The future of Petit Bateau now rests on the search for a buyer capable of breathing new life into the brand. The Rocher group does not want to hand over the stores to just anyone. Indeed, its goal is to find a buyer with ambitious growth prospects. The ideal for Rocher will be to formalize the sale before the end of 2025.
Petit Bateau could thus begin a new phase in its history, marked by innovations and strategic reinvention. The possible takeover of Petit Bateau by a new group therefore opens up exciting prospects.
The stores are in any case ready to write a new chapter in their history. Customers, without a doubt, will always come together to offer superb quality clothes to little darlings.
