The men’s ready-to-wear brand Celio bought the Camaïeu brand this Wednesday, December 7, for 1.8 million euros at an auction near Lille, its president expressing the wish to ” revive “ this “beautiful brand” after the liquidation of the company.
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“It’s a brand that has value, which has been the leader in women’s ready-to-wear for decades in France and we want to try to relaunch it”, explained to journalists the president of Celio, Sébastien Bismuth, at the end of the sale. Celio and Camaïeu “have always been two sister companies, which had the same positioning”, respectively for men and women, he added. However, this revival “It will take time, we are not going to open stores overnight”.
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Célio wants to revive “an iconic brand”
In a press release, Celio France underlined its desire to “to revive this iconic French brand, known and loved by millions of women” thanks to his “expertise”. “The sale concerned the two names of Camaïeu, its old name with umlaut and its new one without umlaut”said the management of Celio.
In addition to the Camaïeu brand, logos and domain names, acquired by Celio, the auction involved lots of Camaïeu clothing and accessories, sold for sums sometimes reaching 100,000 euros per lot.
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“What is interesting is that the brand has been taken over, so there will be another story”underlined the CGT union representative Thierry Siwik at the end of the sale, considering that there was “a lot of expectation from our customers”. “A group like Celio has the means to set up a project around this brand”he wants to believe.
The northern ready-to-wear giant was placed in compulsory liquidation on September 28 by the Lille commercial court, two years after its takeover by Hermione People and Brands, a subsidiary of Financière immobilière bordelaise (FIB). A liquidation that had left about 2,100 employees unemployed. Founded in 1984 in Roubaix and known for its “basic” Available in multiple colors, Camaïeu had become the leader in women’s ready-to-wear in France.