French Brand Cache Sells Business In China

Recently, Beaumanoir, a French clothing retailer, announced that it would sell a majority stake in its Chinese business of cache cache to private equity investment firm Zhongke Tongrong. According to Ibn dynamics, the brand split its China business to focus on its local business in France, after acquiring two brands, La Halle and NaF NaF.

According to the official website, Beaumanoir group is a French clothing retail giant. It owns five clothing brands: cache cache, Br é Al, Morgan, bonobo and VIB's. it has more than 2500 retail stores in countries and regions around the world, and opened branches in China in 2005.

As an international fashion brand, the overall image and characteristics of cache cache brand are full of youthful flavor and vigorous vitality, and once quite popular in the Chinese market. Xiaobian has personally met with customers. Even the cache cache stores in the commercial streets of third and fourth tier cities are often full of customers, and the year-end discount season is even more popular.

Since it entered China in 2005, cache cache has won the favor of many consumers with its youthful and interesting style. The number of stores once reached more than 1000, and the fashion steps spread all over the country.

However, like C & A and new look, which were once popular fashion brands, it is inevitable that brands climbing to the peak will inevitably face a downward trend. Cache cache, a fast fashion brand focusing on young people, will inevitably be forgotten by generations of updated consumers.

From fashion style to marketing method, cache cache, which is still full of youth, just like its French meaning of "hide and seek", has been hiding in the market competition of fast fashion brands. The fierce competition in the domestic clothing market and the increasingly updated consumption pattern also bring difficulties to the brand development.

At present, there are still about 550 stores in China, and the brand layout has been greatly reduced compared with the period. And its next plan is similar to that of C & A, which aims to revive the business in China by introducing a new shareholder, Zhongke accommodation.