With Youngor, Bonpoint aims for acceleration in Asia

On January 8, Bonpoint changed hands. After seventeen years with the family-owned EPI group, the high-end children’s fashion house joined the portfolio of Chinese giant Youngor. This is the first 100% acquisition in the luxury goods sector for the Shanghai-listed group, which until now has been better known for its textile activities and minority holdings in fashion, such as Alexander Wang, or licenses such as Helly Hansen.

“Unlike an investment fund, Youngor is a family business with a long-term vision,” emphasized Bonpoint chairman, Pierre-André Cauche. “Their ambition is to make the brand shine even brighter, without touching its fundamentals or know-how. On the other hand, we can expect an acceleration in China.”

Already present in China via some thirty points of sale, Bonpoint has opened three new stores there since its takeover, including a space devoted exclusively to cosmetics; a concept unique to the Chinese market. In the Middle Kingdom, where the brand now benefits from the local expertise of its new owner to strengthen its foothold, Bonpoint is positioned in the very luxury segment, with its stores flourishing alongside the likes of Dior and Loro Piana.

In addition to its future development in Asia, cosmetics are an essential pillar of growth for the brand: they now account for around 30% of its 150 million euros in sales. In Asia, Bonpoint’s customers are particularly attracted by skincare products, while in Europe, perfumes are the main focus.

Today, Bonpoint generates over 80% of its sales from exports. In addition to its 130 points of sale and corners around the world, the brand relies on some thirty wholesale partners. With growth judged “steady” by its president, Bonpoint confirms its appeal in a demanding market.

And as the brand celebrates its 50th anniversary this year, it is preparing to revive one of its most symbolic rituals: the fashion show. Scheduled for October 4 in its historic Paris boutique on Rue de Tournon, it will mark the first presentation since 2019 and will be the occasion for the unveiling of a brand-new capsule, a sign of a future focused on creativity and innovation.

For Youngor, with sales of 1.7 billion euros, this acquisition marks a strategic step: to further anchor its presence in international luxury. For Bonpoint, it’s the promise of new momentum, with China as a major springboard, but always in keeping with its DNA.