The Beaumanoir Group is executing a comprehensive revitalization of the iconic French fashion brand Naf Naf, transitioning from standalone storefronts to an integrated shop-in-shop model. Beginning September 9, 2026, Naf Naf collections will be deployed across the La Halle retail network, a move designed to leverage the host retailer’s existing footprint of 339 locations throughout France. By embedding the brand within a larger ecosystem, the group aims to capitalize on high-traffic, out-of-town retail destinations while mitigating the rising property costs that previously strained the brand’s profitability under its former independent retail model.

Recalibrated value proposition and merchandising

To ensure competitiveness, Naf Naf has adopted a revised pricing structure specifically tailored to the La Halle customer base, prioritizing accessibility without diluting its feminine design heritage. The autumn/winter launch will feature an expansive initial collection of over 400 items, emphasizing raw denim, knitwear, and seasonal suede. Thomas Hamelle, Managing Director, La Halle, notes, the objective is to nurture the brand’s DNA while utilizing the group’s digital marketplace - including the Sarenza platform - to drive omnichannel engagement. This consolidation strategy follows a period of financial restructuring for Naf Naf, with the new ownership focusing on a multi-brand lifestyle approach to stabilize long-term growth and broaden market reach.

Founded in 1973, Naf Naf is a prominent French fashion brand recognized for its colorful, feminine, and chic aesthetic. Following its acquisition by the Beaumanoir Group in 2025, the brand is currently shifting toward a shop-in-shop retail model to optimize operations, improve financial performance, and reach a wider, diverse customer demographic.