{"id":112807,"date":"2025-02-07T14:05:43","date_gmt":"2025-02-07T13:05:43","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=112807"},"modified":"2025-02-07T14:33:32","modified_gmt":"2025-02-07T13:33:32","slug":"cameleon-recherche-durgence-un-repreneur-et-un-nouveau-local","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/cameleon-recherche-durgence-un-repreneur-et-un-nouveau-local\/","title":{"rendered":"Cameleon recherche d’urgence un repreneur et un nouveau local"},"content":{"rendered":"\n

L\u2019outlet de v\u00eatements bruxellois Cameleon <\/strong>lutte \u00e0 nouveau pour sa survie. Sa soci\u00e9t\u00e9 m\u00e8re, Rengo<\/strong>, recherche en urgence un nouvel investisseur ainsi qu\u2019un nouveau site \u00e0 Bruxelles.<\/p>\n\n\n\n

R\u00e9organisation judiciaire<\/h2>\n\n\n\n

Apr\u00e8s une premi\u00e8re r\u00e9organisation judiciaire en 2014<\/a> et une faillite en 2020<\/a>, de nouveaux nuages sombres s\u2019amoncellent au-dessus de Cameleon. Le tribunal de l\u2019entreprise de Bruxelles a donn\u00e9 cette semaine son feu vert \u00e0 une r\u00e9organisation judiciaire. De plus, un probl\u00e8me aigu d\u2019emplacement se pose : le b\u00e2timent de Woluwe-Saint-Lambert a un nouveau propri\u00e9taire, obligeant l\u2019outlet \u00e0 chercher une alternative d\u2019au moins 2.000 m\u00b2 \u00e0 Bruxelles.<\/p>\n\n\n\n

\u00ab\u00a0L\u2019objectif est de maintenir l\u2019activit\u00e9, ses contrats, son fonds de roulement<\/a>, son nom, ses employ\u00e9s, en esp\u00e9rant trouver un repreneur\u00a0\u00bb, d\u00e9clare Alexis Malherbe, co-propri\u00e9taire, \u00e0 L\u2019Echo, qui, comme la direction, reste optimiste. Depuis son rachat en 2021, Cam\u00e9l\u00e9on a g\u00e9n\u00e9r\u00e9 un chiffre d’affaires de 80 millions d\u2019euros et employ\u00e9 cent personnes. En 2024, le chiffre d\u2019affaires est rest\u00e9 sup\u00e9rieur \u00e0 14 millions d\u2019euros et le panier moyen par client est en hausse.<\/p>\n\n\n\n

Derni\u00e8re limite en juin<\/h2>\n\n\n\n

En revanche, la fr\u00e9quentation diminue, tout comme le pouvoir d\u2019achat des clients. Parall\u00e8lement, les co\u00fbts augmentent et le concept doit faire face \u00e0 la digitalisation croissante depuis la pand\u00e9mie du Covid. La combinaison de ces facteurs entra\u00eene de lourdes pertes et une position de tr\u00e9sorerie critique.<\/p>\n\n\n\n

L\u2019actuel propri\u00e9taire, Rengo, a repris Cam\u00e9l\u00e9on en 2021 avec un mod\u00e8le innovant<\/a> dans lequel m\u00eame le gouvernement bruxellois a investi. Sous la direction d\u2019Alexis Malherbe, un mod\u00e8le de participation a \u00e9t\u00e9 mis en place, impliquant trois partenaires ainsi que 46 employ\u00e9s<\/a> devenus actionnaires. D\u00e9sormais, l\u2019entreprise a jusqu\u2019en juin pour trouver un investisseur, qui pourra, gr\u00e2ce \u00e0 la r\u00e9organisation judiciaire, choisir les actifs qu\u2019il souhaite reprendre. En attendant, les deux magasins (Woluwe-Saint-Lambert et Genval) restent ouverts.<\/p>\n","protected":false},"excerpt":{"rendered":"

L\u2019outlet de v\u00eatements bruxellois Cameleon lutte \u00e0 nouveau pour sa survie. Sa soci\u00e9t\u00e9 m\u00e8re, Rengo, recherche en urgence un nouvel investisseur ainsi qu\u2019un nouveau site \u00e0 Bruxelles.<\/p>\n","protected":false},"author":5,"featured_media":45583,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[22],"tags":[],"people":[],"extra":[],"company":[288],"topic":[282,332],"region":[413],"class_list":["post-112807","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","company-cameleon","topic-acquisition","topic-restructuration","region-bruxelles"],"acf":[],"yoast_head":"\nCameleon recherche d'urgence un repreneur et un nouveau local - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Cameleon lutte \u00e0 nouveau pour sa survie. 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