Naf Naf Couldn't Stand Alone. Beaumanoir Folded It Into La Halle.
Beaumanoir is reopening Naf Naf as priced-down corners inside its La Halle chain, not as a standalone brand. The French mid-market's reply to online pressure is consolidation onto shared floor space, not a direct-to-consumer rebuild.
Sir John Crabstone
Naf Naf returns in September, and it returns without a shop of its own. Beaumanoir is reopening the brand inside La Halle. This is how the threatened French mid-market now answers the internet: it consolidates onto a bigger company’s floor instead of trying to reach the shopper directly.
Recall what Beaumanoir bought. When Naf Naf failed again last year, the group kept the name, roughly 300 jobs, and a dozen locations it promptly absorbed into its other labels; the rest of the network closed. It wanted the brand, not the business behind it.
This was never a single bad year. Naf Naf has entered receivership three times since 2020, most recently in May 2025, after Migiboy, a Turkish producer, bought it and could not fix it either. New owners arrive faster than the problem leaves.
Most coverage says the brand is saved. The word flatters it. Naf Naf is not returning to anything; it is being placed there, by a parent that needed a familiar name for an unproven shelf.
Inside La Halle’s 339 stores, the new collection will sit in dedicated corners: 400-odd pieces opening at €9.99 and topping at €49.99 for a padded coat, from September 9. That is not Naf Naf made cheaper — it is Naf Naf priced as La Halle. Its trouble was never the price tag; it was the cost of standing behind one alone.
Naf Naf did not find a buyer for its business; it found a landlord for its name.
The plan has no direct-to-consumer channel. The clothes will sell through La Halle’s shelves and Sarenza, the group’s marketplace. The reporting ties the relaunch to rising rents and the retreat of single-brand stores. Selling straight to the shopper was supposed to be the answer to online competition. Beaumanoir’s answer runs the other way: it puts the brand on a marketplace and a floor built for other names.
Naf Naf is not the only one. Beaumanoir has also taken in Jennyfer, another collapsed French name it would rather own than rebuild.
La Halle’s managing director has set the first-year target at €50 million. The figure does not assume shoppers still want Naf Naf. It assumes they will accept it where they already shop.