Celio, a men’s fashion brand, is now expanding its offerings to include a women’s collection with the acquisition of Camaïeu. This move is seen as necessary to compete with similar brands such as Zara, H&M, and Uniqlo, according to Celio’s CEO, Sébastien Bismuth. The plan is to expand the existing stores to a sales area of 700 to 1,000 square meters. In some Celio stores – including the one in Brussels – only the women’s collection under the name “be camaïeu” will be offered.
In the coming years, around fifty Celio stores will be renovated, the company announced on Friday. In the short term, fifty new jobs will be created. Camaïeu went bankrupt in September 2022 due to the impact of the COVID-19 pandemic and a large-scale cyberattack. Hundreds of stores were closed, and over two thousand people lost their jobs. The brand had already disappeared in Belgium several years before. Celio purchased the Camaïeu brand name for 1.8 million euros.
The revival of the Camaïeu brand under Celio’s umbrella marks an exciting new chapter for both companies. The addition of a women’s collection to Celio’s offerings will not only attract new customers but also provide existing customers with a wider range of choices. This strategic move to compete with other popular brands in the market shows Celio’s commitment to staying relevant and meeting the evolving needs of consumers.
By expanding the sales area of the existing stores and dedicating some locations solely to the women’s collection, Celio is creating a unique shopping experience for its customers. The “be camaïeu” concept in select stores adds a personalized touch and highlights the reinvigoration of the Camaïeu brand.
The announcement of creating new jobs in the short term is a positive development, especially in the current economic climate. It not only benefits the employees who will be hired but also contributes to the overall growth of the fashion retail sector. The investment in renovating fifty Celio stores demonstrates the company’s confidence in the success of the Camaïeu brand revival.
As consumers eagerly anticipate the re-launch of the Camaïeu brand in Brussels and other locations, it is clear that Celio’s strategic decision to acquire the brand is a step towards strengthening its position in the competitive fashion market. The synergy between the men’s and women’s collections under one roof will enhance the shopping experience for customers and solidify Celio’s presence as a leading fashion retailer.