The truce only lasted one summer. The consumption in half in the textile has just made a new victim: Naf Naf. After Don’t Call me Jennyfer at the end of June, the mid-range ready-to-wear brand has just declared itself in receivership. A spokesperson explains that she was unable to cope with “rent payment arrears” accumulated during the Covid.
The interministerial committee for industrial restructuring (Ciri) is monitoring the file. Like all textile brands currently in difficulty (André, Kookaï, Gap France, Kaporal, Go Sport are in receivership ; San Marina, Cop.Copine have been liquidated), Naf Naf is paying a high price for the arrival of more agile brands, especially on the internet, and above all less expensive. Even ultra-low cost like the Chinese Shein. Unstoppable in a market that has been falling for years. In a context of purchasing power under pressure, the French are increasingly choosing against textiles. This is true for children at the start of the school year, it has been true for adults for months.
Launched in 1973 by brothers Gérard and Patrick Pariente, with a first store located in the Cairo passage in Paris, Naf Naf had already been placed in receivership at the beginning of 2020, before being bought by the Franco-Turkish group SY Corporation. The brand achieved a turnover of 141 million euros last year, up from 2021, which had been difficult. It employs 660 people in France, where it has 131 stores. Naf Naf is also present in Spain, where the brand employs 124 employees, in Belgium and Italy, three countries which are not affected by the current procedure.
The time of the observation period will be devoted to doing everything possible to attempt a continuation plan.
