French fashion brand Camaïeu to reopen in Brussels as Celio expands women’s line

Andrea Calvello

Brussels (Brussels Morning) – Camaïeu will reopen in Brussels this August as part of Celio’s expansion into women’s fashion, creating new retail jobs and revitalizing the brand.

Is Camaïeu Returning Stronger After Liquidation in 2022?

French fashion vendor Camaïeu, which tumbled in September 2022 departing more than 2,000 staff without jobs, is resuming operations in August, including opening a store in Brussels. First established in 1984, Camaïeu was a major player in the French high-street (“prêt-à-porter”) market for decades. However, in more recent years the women’s fashion trademark was hit hard by the pandemic and a pricey cyberattack, as well as growing competition from other global fashion retailers.

The business was liquidated in September 2022, leading to the failure of more than 2,000 jobs and the closure of about 500 stores. A few months after the liquidation, in December 2022, French men’s fashion trademark Celio bought the Camaïeu trademark for €1.8 million. Celio’s management has now assured that they will be relaunching the Camaïeu brand, as the business is looking to expand into the women’s fashion market.

Why Did Celio Decide to Expand into Women’s Fashion?

“We only bought the Camaïeu brand, not the stores or personnel, with the intention of launching a women’s line within Celio,” stated Celio’s President, Sébastien Bismuth. “Celio needed to broaden its range … All large international brands now cater to both men and women,” Bismuth said, naming companies like Zara, H&M, Uniqlo, and Gap as examples.

The company’s purpose is to “establish large-scale supplies of between 700 and 1,000 square metres,” mainly by developing existing Celio outlets, which in addition to their usual men’s field will also offer women’s style under the be camaïeu brand.

What Are Celio’s Plans for Camaïeu in Brussels?

The be camaïeu brand will be functional across 12 stores and online from 29 August, including a fresh store in Brussels which will be devoted solely to the new womenswear collection.

The Camaïeu brand was earlier available in Belgium across 25 outlets, but the company’s Belgian aid shut down in 2020 due to financial problems heightened by pandemic restrictions.

Celio stated its target is to open around 50 shops over the next three to four years which showcase the new format, and in the short term goals to create around fifty retail jobs and an additional 25 jobs at its headquarters.

Established in 1978, Celio currently serves 320 men’s wear outlets in France and also has functions in Belgium, Spain, and North Africa. Mr Bismuth did not reveal the costs of the development or Celio’s sales figures but declared the company “has been growing, thriving, and achieving a larger market share for the last three years.”

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Brussels Morning is a daily online newspaper based in Belgium. BM publishes unique and independent coverage on international and European affairs. With a Europe-wide perspective, BM covers policies and politics of the EU, significant Member State developments, and looks at the international agenda with a European perspective.
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Andrea Calvello is a Journalist at Brussels Morning News. He is covering European Politics, European Parliament, European Council, European Commission and Europe News. He is a highly accomplished journalist and digital specialist with a wealth of experience in the media industry. He holds a Master's degree in Business Administration with a focus on marketing and digital transformation, as well as an Executive Master in Human Resources Management, Development, and Administration. Additionally, he has completed a specialization course in advertising communication, marketing, and Made in Italy communication and digital technologies. Calvello is also a member of the National Order of Journalists and has had a successful career as a TV journalist, bringing his expertise in marketing and digital communication to the world of television broadcasting. His diverse skill set and passion for innovation have set him apart as a dynamic and influential figure in the field of media and communications.
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