The 588 employees of the brand are not very confident in the face of the recovery offers on which the Commercial Court must decide.
“Naf Naf says goodbye.” Poster announcing an upcoming closure on certain windows, tiresome sellers, disappointed customers … In a heavy atmosphere, the ready-to-wear Naf Naf Naf, in receivership, is waiting to be fixed on its fate this Thursday, August 7. The court will have to decide on the partial recovery offers that have been filed for the brand in difficulty or even, if none is validated, resolve a liquidation. In France, NAF NAF employs 588 employees, noted the court in the decision to recovery of judicial in May.
In several Parisian shops, the clearest of the three little pigs which gave its name to the iconic female fashion brand of the 90s sadly salutes its customers via a few signs. The climate is gloomy inside the shops of the center of the capital, where several employees denounce successive directions which “Do not listen” and who “Reproduce the same mistakes”.
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“Prices have increased, quality has dropped”
In fact, the brand “To the big bad look” experienced three successive judicial rections, the last of which in May worries its 600 employees in France. “Nothing changes, in the first recovery, it was necessary to close shops and then restart the brand”sums up a saleswoman. His colleague adds: “Some (customers) do not recognize the brand. We have heard that for 3, 4 years, since the first takeover. The brand has plummeted, and they continue to sink ”.
In the points of sale, the bearers get off, the boxes are packed upstairs and the customers are rare in this atmosphere of destocking. “For the past five years, we have chained the owner’s changes. Prices have increased, quality has dropped ”deplores an employee. The same nostalgia is reflected in customers including Sabrina, 45: “I grew up with Naf Naf. Before, when we wanted a beautiful dress, we came here ”. The forties regrets less good finishes and fabrics «cheap» (cheap, editor’s note) and sighs: “It would be a shame if it closes because I don’t like to buy on the internet and today everything firm”.
Several recovery offers
The Beaumanoir group (Caroll, Bonobo, Cache Cache …) offered to take over the NAF NAF brand and 12 stores in France, “Selected for their strategic location allowing the group to continue and strengthen its territorial network on its current brands”. “The offer also includes the resumption of 48 employees attached to these stores and nearly 250 additional reclassification offers within its various brands”completed the group which partially bought in June the female ready-to-wear brand Jennyfer.
The CFDT said it was not favorable in a statement at the end of July to this providing proposal “The resumption of a very limited number of stores and employees” and therefore consider that she “Added more to a liquidative offer”.
The offer that finds thanks to the union is that of Amoniss, owner of Pimkie, who would like “Resume 30 stores while keeping the NAF NAF brand, with the resumption of 146 CDI”reveals the CFDT. The latter does not however hide her concerns, the financial situation of the remaining candidate «fragile». Asked, Amoniss had not reacted immediately.
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Faced with “Treasury difficulties”Naf Naf had been placed in receivership by the Commercial Court of Bobigny (Seine-Saint-Denis) in May. In June 2024, after a previous receivership, the Turkish buyer Migiboy Tekstil undertook to save 90% of the jobs and keep a hundred clean shops. At the time, the company had offered more than 1.5 million euros to take over the French brand. In doing so, the Turkish company had saved 521 jobs out of 586 and a hundred shops in France, and resumed the subsidiaries in Spain, Italy and Belgium.
