Celioâs SÃbastien Bismuth says CamaÃeu is sister brand to Celio

Celio’s Sébastien Bismuth says Camaïeu is sister brand to Celio

Translated by

Nicola Mira

Sébastien Bismuth is a man who likes a challenge. After creating accessories brand MoaUndizJennyfer

In 2020, while Covid-19 was disrupting the fashion retail sector, Bismuth also assumed the role of chair of Celio

Just over a year later, on December 7, Bismuth, 50, together with brothers Laurent and Marc Grosman, both shareholders in Celio, bought the brand name Camaïeu at auction for €1.8 millionFashionNetwork.com

Sébastien Bismuth – DR

FashionNetwork: How do you feel after your successful bid?

Sébastien Bismuth: I’m extremely satisfied. Today we have acquired the brand name -a registered trademark worldwide – of a retailer that for many years was the womenswear leader in France. It would have been a shame if it had disappeared. [Camaïeu] is a sister brand to Celio. We share the same positioning. We have demonstrated our abilities by successfully turning [Celio] around, and we will now be thinking about writing a new chapter for Camaïeu.

FNW: What are your plans for revitalising [Camaïeu]?

SB: It will not be the same [Camaïeu] as before: the brand will have to be better suited to today’s market. Going digital is one of the solutions, but not the only one. Physical retail still has a key role to play. We’re looking at a blank page, since the burden that were the brand’s 600 stores, with their losses and debt, is gone. 

FNW: When do you plan to market the first Camaïeu-branded products? Perhaps via Celio stores?

SB: Our strategy has not yet been finalised, it will take a little time still, but we believe that the turnaround will culminate in 2024. Camaïeu is fantastically well-known, [consumers have] an amazing connection with this brand. I believe [Camaïeu] was almost like family for her customers, and we can’t wait to tap its DNA again.

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