{"id":143168,"date":"2026-03-03T12:43:46","date_gmt":"2026-03-03T11:43:46","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=143168"},"modified":"2026-03-03T12:43:47","modified_gmt":"2026-03-03T11:43:47","slug":"celio-supprime-finalement-la-marque-camaieu","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/celio-supprime-finalement-la-marque-camaieu\/","title":{"rendered":"Celio finit par supprimer la marque Cama\u00efeu"},"content":{"rendered":"\n<p>La marque <strong>Cama\u00efeu <\/strong>allait continuer d&rsquo;exister, avait promis <strong>Celio <\/strong>apr\u00e8s le red\u00e9marrage, m\u00eame si c&rsquo;\u00e9tait sous le nom de \u00ab be cama\u00efeu \u00bb. Aujourd&rsquo;hui, l&rsquo;ancienne marque de mode f\u00e9minine tire finalement sa r\u00e9v\u00e9rence : Cama\u00efeu devient tout simplement Celio Women.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Une centaine de magasins mixtes<\/h2>\n\n\n\n<p>Celio, \u00e0 l&rsquo;origine une cha\u00eene d\u00e9di\u00e9e exclusivement \u00e0 la mode masculine, souhaite d\u00e9sormais s&rsquo;adresser \u00e0 tous. Ces derni\u00e8res ann\u00e9es, la marque fran\u00e7aise a d\u00e9j\u00e0 exp\u00e9riment\u00e9 les \u00ab bi-stores \u00bb, qui r\u00e9unissent la mode masculine et f\u00e9minine. Le r\u00e9seau compte d\u00e9sormais 19 magasins combin\u00e9s. Selon l&rsquo;entreprise, ces \u00e9tablissements donnent des r\u00e9sultats tangibles.<\/p>\n\n\n\n<p>\u00ab L&rsquo;offre pour femmes repr\u00e9sente environ 30 % du chiffre d&rsquo;affaires de ces bi-stores. Cela nous a <a href=\"https:\/\/www.lsa-conso.fr\/mode-la-marque-camaieu-s-efface-au-profit-de-celio-women-pour-accompagner-l-acceleration-des-ouvertures-de-bi-stores,464652\">permis d&rsquo;acqu\u00e9rir 30 % de nouveaux clients<\/a> \u00bb, explique Louise Ropert, directrice de projet Celio Women, au magazine sp\u00e9cialis\u00e9 LSA. La cha\u00eene met donc les bouch\u00e9es doubles : dans le magasin phare de 1 000 m\u00e8tres carr\u00e9s r\u00e9cemment ouvert dans le centre commercial Westfield Forum des Halles \u00e0 Paris, les v\u00eatements pour femmes occupent pr\u00e8s de la moiti\u00e9 de la surface de vente.<\/p>\n\n\n\n<p>D&rsquo;ici 2030, la direction vise 100 bi-stores : gr\u00e2ce \u00e0 la restauration des marges EBITDA, Celio affirme pouvoir ouvrir 10 \u00e0 15 nouveaux magasins par an. Un nouvel emplacement \u00e0 Bruxelles est d\u00e9j\u00e0 pr\u00e9vu. Les nouveaux magasins seront notamment plus grands : entre 600 et 1 000 m\u00e8tres carr\u00e9s, contre 200 \u00e0 300 m\u00e8tres carr\u00e9s auparavant. En effet, dans les magasins plus grands, les clients d\u00e9pensent 30 % de plus en mode masculine, car les (nouvelles) clientes ach\u00e8tent \u00e0 la fois la ligne f\u00e9minine et la ligne masculine.  Le d\u00e9taillant table sur un chiffre d&rsquo;affaires annuel de 680 millions d&rsquo;euros, m\u00eame si le commerce \u00e9lectronique repr\u00e9sente encore moins de 10 % du chiffre d&rsquo;affaires total.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Plus que des capsules<\/h2>\n\n\n\n<p>Une chose est toutefois frappante : le d\u00e9taillant fran\u00e7ais abandonne en grande partie le nom Cama\u00efeu et met en avant une ligne f\u00e9minine int\u00e9gr\u00e9e sous son propre nom (Celio Women). Celio avait pourtant rachet\u00e9 la marque en 2022 lors de la faillite de la cha\u00eene de mode f\u00e9minine, et l&rsquo;avait relanc\u00e9e en 2024 sous le nom de \u00ab be cama\u00efeu \u00bb, positionn\u00e9e comme le pendant f\u00e9minin de la ligne masculine \u00ab be normal \u00bb.<\/p>\n\n\n\n<p>Le groupe conclut aujourd&rsquo;hui qu&rsquo;il vaut mieux avoir une seule marque. Be Cama\u00efeu ne dispara\u00eetra pas compl\u00e8tement, mais jouera un r\u00f4le de marque capsule cr\u00e9ative au sein de Celio Women. La premi\u00e8re capsule sera lanc\u00e9e en mars, en collaboration avec la Manufacture de Layette et Tricots de Roanne.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La marque Cama\u00efeu allait continuer d&rsquo;exister, avait promis Celio, le repreneur, apr\u00e8s le red\u00e9marrage, mais sous le nom de \u00ab be cama\u00efeu \u00bb. Aujourd&rsquo;hui, l&rsquo;ancienne marque de mode f\u00e9minine tire finalement sa r\u00e9v\u00e9rence : ce qui \u00e9tait Cama\u00efeu devient tout simplement Celio Women.<\/p>\n","protected":false},"author":5,"featured_media":143169,"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":[14,22],"tags":[],"people":[],"extra":[43],"company":[739,1033],"topic":[276],"region":[342],"class_list":{"0":"post-143168","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-mode","9":"extra-plus","10":"company-camaieu","11":"company-celio","12":"topic-expansion","13":"region-france"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Celio finit par 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