Celio resurrects Camaïeu in shopping streets – RetailDetail EU

French fashion brand Camaïeu is making a comeback: Celio, which bought the brand rights back in 2022, is reviving the label this summer.

“Be camaïeu”

On 29 August, Celio will kick off the new Camaïeu with an initial offer in twelve stores in Belgium and (mainly) France, as well as online. It will be Celio’s first women’s collection, according to La Libre, and will carry the slightly changed name of “be camaïeu”.

Two of the twelve outlets will be exclusively “be camaïeu”. Eventually, the group aims to have large shops, between 700 and 1,000 sqm, offering both the men’s and women’s ranges. Initially, mainly existing Celio shops will expand.

When the chain went bankrupt in 2022, which cost more than 2,000 employees their jobs, menswear brand Celio took over the naming rights – albeit without the shops or staff.