Bonpoint takeover: a revival in Asian colors

The famous French luxury brand for children, Bonpoint, changes hands. After 17 years under the French family holding company EPI, it joins the Chinese Youngor group, opening up new international prospects.

The news has been made official after weeks of rumors: Bonpoint, founded in 1975 by Marie-France and Bernard Cohen, has been acquired by Youngor for a transaction estimated at 200 million euros. Listed on the Shanghai Stock Exchange, this conglomerate employs over 18,000 people and is active in several sectors, from clothing to real estate. With this acquisition, Youngor aims to leverage its in-depth knowledge of the Asian market to consolidate Bonpoint’s international position.

An iconic brand with a global reach

Bonpoint has rapidly established itself as a key player in children’s luxury, embodying elegance and French savoir-faire. Since its acquisition by EPI in 2007, the brand has expanded its network to over 130 points of sale, with a strong presence in Asia, including some 30 boutiques in China. By 2023, sales will have reached 150 million euros, testifying to a successful international strategy.

Beyond fashion, Bonpoint has diversified into skincare and fragrances, notably with the launch of the iconic Eau de Bonpoint in the 1980s. This high-end positioning remains popular in the Asian market, where children’s luxury is growing in popularity.

A booming market in China

The acquisition of Bonpoint comes against a backdrop of rapid growth for premium children’s fashion in China. The recent takeover of the Smallable concept store by Hong Kong-based AA Investments demonstrated the growing interest of investors in this sector.

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