In the immediate future, around 50 jobs will be created in the shops and 25 at head office, Celio management said

The spectacular liquidation of the ready-to-wear chain in September 2022 left more than 2,000 employees out of work. Camaïeu will be reborn on 29 August with 12 shops and an online boutique, announced on Friday 21 June the management of Celio, which bought the brand. “We only bought the Camaïeu name, not the shops or the teams, with the aim of launching a women’s line at Celio”, Sébastien Bismuth, the chairman of Celio, which acquired Camaïeu at auction in December 2022, told the press.

The aim is to create large sales areas of between 700 and 1,000 square metres, in particular by enlarging existing Celio shops, which will offer women’s collections under the Be Camaïeu brand in addition to the usual range for men, explained Sébastien Bismuth. Two of the 12 shops – located in France (Lille, Bayonne, Valence…) as well as in Belgium (Brussels) – will be entirely dedicated to Be Camaïeu, with collections focused on everyday wear.

“Celio needed to broaden its range (…) Today, all the major international retailers offer men’s and women’s clothing”, explained Celio’s Chairman, citing Zara, H&M, Uniqlo and Gap. The aim is to develop a network of around fifty shops in this format over the next three to four years. In the immediate term, around 50 jobs will be created.