{"id":146771,"date":"2026-04-27T11:35:44","date_gmt":"2026-04-27T09:35:44","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=146771"},"modified":"2026-04-27T11:35:45","modified_gmt":"2026-04-27T09:35:45","slug":"la-chaine-de-vetements-pour-enfants-tape-a-loeil-sort-du-rouge","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/la-chaine-de-vetements-pour-enfants-tape-a-loeil-sort-du-rouge\/","title":{"rendered":"La cha\u00eene de v\u00eatements pour enfants Tape \u00e0 l\u2019\u0153il sort du rouge"},"content":{"rendered":"\n<p>Apr\u00e8s un redressement et un changement de cap, la cha\u00eene fran\u00e7aise de v\u00eatements pour enfants <strong>Tape \u00e0 l\u2019\u0153il<\/strong> est de nouveau rentable. Son chiffre d\u2019affaires est \u00e9galement en hausse, alors m\u00eame que le march\u00e9 est en recul.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00ab Il reste de la marge au milieu \u00bb<\/h2>\n\n\n\n<p>Originaire du nord de la France, Tape \u00e0 l\u2019\u0153il a r\u00e9alis\u00e9 en 2025 un chiffre d\u2019affaires de 200 millions d\u2019euros, soit une hausse de 5 %. Le march\u00e9 de la mode enfantine a pourtant recul\u00e9 de 0,9 %. La cha\u00eene est \u00e9galement sortie du rouge, apr\u00e8s une p\u00e9riode d\u00e9ficitaire de 2022 \u00e0 2024. C\u2019est ce qu\u2019a d\u00e9clar\u00e9 au journal Les Echos le PDG Christophe Gaigneux, qui a pris ses fonctions mi-2024. <\/p>\n\n\n\n<p>Gaigneux a trac\u00e9 une nouvelle ligne directrice, qui renoue r\u00e9solument avec le positionnement initial de la marque. \u00ab <a href=\"https:\/\/www.lesechos.fr\/pme-regions\/hauts-de-france\/vetements-pour-enfant-tape-a-loeil-se-relance-2225505\">Une mode adulte d\u00e9clin\u00e9e aux enfants<\/a>, pour tous les moments de vie, tr\u00e8s color\u00e9e et accessible en termes de prix \u00bb, explique-t-il. Mais il a \u00e9galement fallu r\u00e9duire consid\u00e9rablement les co\u00fbts : en deux ans, Tape \u00e0 l\u2019\u0153il a ferm\u00e9 une quinzaine de magasins d\u00e9ficitaires et ren\u00e9goci\u00e9 ses baux.<\/p>\n\n\n\n<p>Par ailleurs, l\u2019entreprise a optimis\u00e9 sa logistique, r\u00e9duit le nombre de promotions et g\u00e9r\u00e9 plus rigoureusement les stocks en magasin, \u00e0 l\u2019aide d\u2019algorithmes propres. Cette approche vise \u00e0 pr\u00e9server les marges dans un secteur o\u00f9 la pression sur les prix reste structurellement \u00e9lev\u00e9e. \u00ab Il y a toujours de la place pour un acteur du segment interm\u00e9diaire, comme nous \u00bb, affirme le PDG.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Un concept plus large et plus uniforme<\/h2>\n\n\n\n<p>La cha\u00eene a parall\u00e8lement investi dans son assortiment. Tape \u00e0 l\u2019\u0153il a \u00e9largi son offre destin\u00e9e aux adolescents, un segment dans lequel la marque n\u2019est activement pr\u00e9sente que depuis 2019. La collection pour b\u00e9b\u00e9s a \u00e9galement connu une forte croissance, avec une hausse du chiffre d\u2019affaires de 11 % en 2025.<\/p>\n\n\n\n<p>L\u2019entreprise exploite actuellement 280 magasins dans dix pays, dont 265 en France. Les magasins physiques restent un \u00e9l\u00e9ment central de la strat\u00e9gie, mais font l\u2019objet d\u2019une transformation. Tape \u00e0 l\u2019\u0153il souhaite standardiser la surface de vente entre 180 et 250 m\u00e8tres carr\u00e9s dans les centres commerciaux et entre 250 et 450 m\u00e8tres carr\u00e9s dans les parcs commerciaux. <\/p>\n\n\n\n<p>Dix r\u00e9novations sont pr\u00e9vues cette ann\u00e9e, tandis que de nouvelles ouvertures de magasins se profilent \u00e0 l\u2019horizon. La marque opte d\u00e9sormais d\u00e9lib\u00e9r\u00e9ment pour des villes plus petites comptant entre 20 000 et 30 000 habitants, principalement via la franchise. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Apr\u00e8s un redressement et un changement de cap, la cha\u00eene fran\u00e7aise de v\u00eatements pour enfants Tape \u00e0 l\u2019\u0153il est de nouveau rentable. Son chiffre d\u2019affaires est \u00e9galement en hausse, alors m\u00eame que le march\u00e9 est en recul.<\/p>\n","protected":false},"author":5,"featured_media":146772,"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":[225],"topic":[276,266],"region":[342],"class_list":{"0":"post-146771","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-tao-kids","11":"topic-expansion","12":"topic-resultats-financiers","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>La cha\u00eene de v\u00eatements pour enfants Tape \u00e0 l\u2019\u0153il 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