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Marion Deslandes Translated by
Roberta HERRERA Published
January 10, 2025
Amidst a rather lackluster ready-to-wear market in France, the Parisian women's fashion brand, Berenice, aims to continue the modernization initiated last summer. To achieve this, it has sought financial respite by placing its operations under the purview of the Paris Commercial Court, declaring judicial restructuring for the Davimar company, overseeing the brand's activities, on January 4, 2025. This move signifies a conversion from the safeguard procedure initiated several years ago.
This course of action was pursued primarily because the company, established in 2004, was unable to benefit from state-guaranteed loans. "This provides us with breathing space to continue our resurgence. All our suppliers continue to be paid, and we do not have a credit line. As far as I'm concerned, all indicators are positive, and I am highly optimistic about the upcoming season's sales. There is no threat to the company's sustainability; it's just that managing a brand can sometimes be challenging without investment funds behind it," emphasized Natacha Basic. Frédéric Krief, the brand's founder and shareholder, handed over the reins of general and creative direction to Basic in May 2025.
Over recent months, it's primarily the retail network, consisting of 35 brand stores, that has faced challenges during the winter, according to Basic, while wholesale transactions have followed the opposite trajectory. "We've seen a significant 45% upswing in purchases for the spring-summer 2025 collection by multi-brand retailers, which bolsters our optimism," she affirmed. Besides its boutiques, Berenice boasts around 50 corners within department stores and partners with nearly 400 retailers.
The new executive's objective? To establish a "retro cool" wardrobe rather than a "bohemian chic" one, by offering intricately detailed designs, and to reduce dependence on Asian production. Additionally, there are plans to revamp the brand's store network to showcase its new identity. In a few days' time, the boutique on Rue des Francs-Bourgeois in Paris will reopen with a fresh concept. "We're planning one store renovation per month. The Avenue Victor Hugo store will follow suit, as well as our location in Saint-Tropez."
The company, having achieved over 100 million euros in sales previously, aims to construct a recovery plan within the framework of this procedure, banking on sales growth, particularly driven by the summer collection photographed in Palm Springs, USA. Presently generating 18 million euros in annual sales, according to the CEO, Berenice holds the potential to soar up to 30 million euros by 2026.
From January 20 to 22, the brand—employing approximately 100 individuals—will exhibit at the Who's Next trade show at Porte de Versailles in Paris, showcasing a substantial booth to attract new retailers. This includes an international expansion focus, particularly targeting Scandinavia, Germany, and Spain, supported by its representation by 18 agents.