Bonton celebrates 25 years with runway show in Paris and expansion plans
Founded in 2001 by Irène and Thomas Cohen, Bonton quickly gained recognition for its vibrant children's collections and immersive concept-store boutiques throughout France and internationally. In 2016, the brand was acquired by Marco Polo, the investment firm led by Xavier Marie—also known for backing Eric Bompard, Le Petit Souk, and Rautureau. Like many in the industry, Bonton was impacted by the COVID-19 pandemic, which brought significant shifts in consumer behavior.
After entering court-ordered receivership, the brand was acquired in December 2023 by the Roger Zannier group, which also owns Tartine et Chocolat. Under this new leadership, Bonton has returned to its core focus on children's fashion. The brand has streamlined its offerings by scaling back teenwear, home décor, and womenswear, while implementing a refreshed distribution strategy that balances retail, wholesale, and e-commerce channels.
The repositioning is already showing positive results.
Bonton is preparing to open a new Paris flagship on July 16 at 144 Rue de Courcelles. The 80-square-meter location will feature fashion and lifestyle pieces alongside a curated mix of partner brands, continuing the concept-store DNA established by its founders.
Alongside its Paris expansion, Bonton has opened a seasonal pop-up in Biarritz, which will run through October. The brand also maintains a strong retail presence through Galeries Lafayette locations in Paris and Nice, in addition to four standalone stores.
As part of its regional expansion strategy, Bonton is exploring growth through franchising, with a focus on store formats ranging from 80 to 120 square meters. Lyon is currently being considered as the first location in this renewed rollout.
Although specific revenue figures were not disclosed, Prudhomme shared that approximately 40% of Bonton's turnover comes from retail, 10% from e-commerce, and 50% from wholesale. The brand also participated in the Playtime Paris children's trade show from June 28 to 30, signaling its renewed presence in the professional circuit.
Looking ahead, Bonton is prioritizing international expansion. South Korea, where it currently operates eight shop-in-shop locations, stands as its second-largest market after Europe (which accounts for roughly 30% of total sales), followed by the United States.
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