In December 2022, Celio, a ready-to-wear brand that was once focused on men’s clothing, purchased the Camaïeu brand at auction for €1.8 million. This marked the beginning of the revival of the women’s fashion brand that was founded in 1984.
One and a half years later, Celio announced their plan to launch a women’s collection to complement their existing men’s collection called “Be Camaïeu”. The president of Celio, Sébastien Bismuth, stated that this new collection would be the feminine counterpart to their existing “Be Normal” collection.
Starting on August 29th, eleven Celio stores in France will offer clothing for both men and women with the women’s collections being branded as “Be Camaïeu”. The new offering will also be available for purchase online on the Celio website. Additionally, two stores will be exclusively dedicated to “Be Camaïeu” in Compiègne and Vélizy.
This new strategy reflects Celio’s goal of creating a sustainable business model for the future. The collection will consist of modern, sustainable, and inclusive products that cater to women of all generations. With an average price of €30 euros per item, the collection will feature 700 models available in various colors.
According to Sébastien Bismuth, Celio has experienced double-digit growth in 2023 compared to 2019, indicating the brand’s strong performance. The company plans to transform 50 of their 320 stores in France into men’s and women’s stores over the next four years while hiring around fifty people for the thirteen stores carrying the Be Camaïeu collection.