They are regularly singled out for their (bad) social and environmental practices. However, fast-fashion brands are on the rise in France. Shein, Primark, Bershka… in the wake of these international behemoths, a young French brand is also trying to ride the low-cost wave: Naumy, a discount fashion brand born in 2014. Almost ten years after the opening of its first store in Fleury-Mérogis, the brand is preparing to inaugurate a 1,500 m² point of sale in Paris, in the Bastille district. “The date is not yet certain, but it will be very soon,” confirms Lim Can, general manager of Naumy.

Should we expect long lines, similar to those seen when the SheIn pop-up store opened a few weeks ago? What is certain is that the recipes of the French brand are the same as those of the Chinese giant: low prices, abundant collections, novelties at all costs. Naumy boasts nearly 10,000 references in store and on its e-shop. In addition to women’s fashion clothes, there are make-up products, accessories, sportswear… Rare are the items that exceed 20 euros. A strong point in times of inflation. “Beyond our affordable prices, our advantage is to always stick to trends, thanks to constant arrivals online and in stores,” explains Lim Can.

The leader gets a little irritated when Naumy is described as a “newcomer” to the fast-fashion arena. “We have been around for almost ten years and we already have about forty stores in France,” he defends. The company first established itself in Île-de-France, where it has eleven stores, before attacking the rest of the national territory: Normandy, Brittany, Hauts-de-France… It remains to conquer the capital and its citizens. Until now, the brand had mainly established itself in the outskirts, within retail parks and shopping centres.

Driven by her new Parisian project, Lim Can does not intend to stop there. “I have just opened a store in Toulouse, and we will also soon be opening a point of sale in Lyon,” he announces. Like some discounters, Naumy seeks to criss-cross the territory. “Our pace of development is close to one opening per month,” confirms the manager. Unlike other fast-fashion brands, Naumy relies on large physical points of sale to impose its brand, in France and abroad. “The next step is Belgium,” he says enthusiastically. Naumy, future giant of European fast-fashion?