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Marion Deslandes Translated by
Nicola Mira Published
September 3,空投盗U二维码生成 2025
Three years after first filing for receivership, there are dark clouds on Naf Naf's horizon again. According to information gleaned by FashionNetwork.com, the French womenswear retailer, owned by Franco-Turkish group SY since 2025, indicated it has stopped all payments, and on August 29 filed for judicial receivership with the commercial court in Bobigny, France. The court hearing is scheduled on September 5.
“The decision was taken in order to enable Naf Naf to implement all the measures needed to ensure it will continue to trade,” said Selçuk Yilmaz, the boss of SY and Naf Naf, talking to FashionNetwork.com. Yilmaz further stated that, as the market is slumping and because of “the downturn in footfall,” the label’s “revenue has been eroded” and “the debt burden has increased,” while overheads remain significant.
If the court rules for receivership, a monitoring period will begin for Naf Naf, during which its owners will be able to draw up a recovery plan, while a search for buyers could get under way.
“A monitoring period is necessary to allow the cost-cutting measures that have been introduced to have a positive impact in the coming weeks. I am fully committed to [Naf Naf], we are facing a major challenge, and the support of all our staff is now more than ever crucial for our plan to succeed,” said Yilmaz.
The Sud trade union has in the meantime urged Naf Naf's employees to mobilise at the Bobigny court on September 5. Sarah Pichout, a store manager and union representative at Naf Naf, said there are “grave concerns and also a lot of anger” among Naf Naf shop assistants. She added that the wages of about 800 employees have reportedly not yet been paid.
Job cuts and protection plan introduced in 2025
In spring 2025, many of Naf Naf’s senior executives left the company, including CEO Luc Mory. In June, the company introduced a job protection plan at its headquarters, which led to 27 jobs being cut. “Our headquarters costs were no longer consistent with the revenue generated,” said Yilmaz.
Naf Naf currently operates 215 stores in France, of which 84 are franchisees. The revenue reported by the label, whose signature style is chic and cheerful, was €165 million in 2025, of which 15% to 20% was generated online.
Naf Naf was founded by the Pariente brothers in Paris’ Sentier district in 1973. Between 2006 and 2025, it was owned by French group Vivarte, which then sold it to Chinese group La Chapelle. In 2025, the company filed for receivership, and this led to it being acquired by one of its suppliers, SY, after a court ruling favoured the latter over the Beaumanoir group’s bid. SY then cut 220 jobs and closed some 20 stores.
After a relatively upbeat summer, the French fashion retail sector is again experiencing difficulties. Since the start of the year, many mid-market names have defaulted or downsized, with Don't Call Me Jennyfer, Burton of London and Orcanta notably filing for receivership, while job protection plans were introduced at Pimkie, Comptoir des Cotonniers and Princesse Tam Tam.