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Celio expands Be Camaïeu with its first dual-brand store in Spain

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Roberta HERRERA

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March 10, 2025

Located just beyond the French border, Celio has strategically chosen Spain as the first international outpost for Be Camaïeu, the womenswear line it unveiled last year through a network of shared stores across France. This cross-border venture materialized just days ago within the La Jonquera shopping center, approximately 30 kilometers from Perpignan.

The joint Celio x Be Camaïeu store in La Jonquera officially opened its doors on March 1, 2025 – DR

Already present in this retail hub, Celio capitalized on an opportunity to relocate within the complex, quadrupling its footprint from 200 to nearly 800 square meters—now its largest store in Spain. The expansive space accommodates both collections, with menswear comprising 60% of the floor area and Be Camaïeu housed within a sleek, light-filled environment. A flexible store layout allows for seamless adjustments to product presentation, ensuring adaptability to shifting retail trends.

“We were presented with the chance to expand within this center following a newly developed extension. Introducing a bi-store format was an obvious decision, given that our La Jonquera location consistently ranks among our top five stores in Spain in terms of sales, with 70% of its clientele being French and already well-acquainted with both brands,” explained David Teboul, Celio’s chief operating officer. Just one week in, he described the initial results as “highly promising.”

Offering a unified shopping experience for both men and women is a strategic move in Spain, a market where Inditex (Zara, Bershka, Stradivarius) has mastered the art of curating diverse product categories—menswear, womenswear, and childrenswear—within a single retail space. “Our distinction lies in our approach: while Inditex is driven by fast-moving fashion trends, we focus on high-quality wardrobe essentials,” he added.

The dedicated Be Camaïeu space within the store, designed to showcase its womenswear collection
The dedicated Be Camaïeu space within the store, designed to showcase its womenswear collection – DR

Celio, which once operated a broader network of stores in Spain before refining its retail strategy, now runs 27 locations with a workforce of over 150 employees. More store openings and reopenings are scheduled in the coming months, though no further bi-stores are planned at this stage. “The La Jonquera location is a test case. Our priority in Spain is to strengthen Celio’s foothold in the menswear market through store modernizations and expansions, rather than rolling out additional mixed-format locations,” Teboul clarified. “We are not chasing store openings; our goal is to enhance the impact of our existing stores, maximizing revenue per square meter.”

Expansion targets: Madrid and Barcelona 

A new 450-square-meter store is set to open soon in Barcelona’s Splau shopping center, located south of the city. Meanwhile, Celio marked its return to Madrid in late December 2024 with a new store in La Gavia. Several additional locations in the capital are currently in the pipeline, further cementing the brand’s presence in Spain.

Beyond Spain, Celio entered the Portuguese market at the end of 2024 with a flagship store in Porto, and a Lisbon boutique is slated to open by late March. The brand is also preparing to expand into Greece and Poland this year while intensifying its presence in the Middle East—one of its key international growth regions.

DR

Be Camaïeu gains traction in France 

In France, Celio introduced its bi-store concept in August 2024 with a dozen new openings and store transformations. Since then, six additional locations have been added, bringing the total to 19.

“At least 10 more bi-stores will open in France in 2025,” announced Teboul, emphasizing that most will result from the conversion of existing locations. By early 2026, the shared-store concept will be introduced to Celio’s franchise partners for global expansion.

The revival of Camaïeu—a cornerstone of French womenswear in the ‘90s and 2000s—was a bold strategic move by Celio’s owners, the Grosman brothers, following the brand’s liquidation. In December 2022, they acquired the Camaïeu trademark at auction for €1.8 million. Under the creative direction of Mikaella Abittan, the revamped Be Camaïeu collection embraces vibrant wardrobe essentials, positioned firmly within the mid-market segment.

Celio, which recently unveiled a striking campaign featuring Jean-Claude Van Damme, currently operates a total of 600 stores, including 370 in France. While the company no longer discloses its financials, it confirms a “strong upward trajectory” in 2024 compared to the previous year.

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Stila Cosmetics names new CFO, COO amid management shuffle

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Beauty brand Stila Cosmetics announced on Monday the appointment of Steve Rosen to the role of chief financial officer, and David Reece as chief operating officer.

Stila Cosmetics

Both Rosen and Reece bring decades of industry expertise and leadership experience to California-based Stila. 

Rosen is a financial leader with over 30 years of experience in the cosmetics industry. He most recently served as CFO for ZO Skin Health, a Blackstone Private Equity portfolio company. Prior to ZO Skin Health, Rosen spent 22 years at Estée Lauder in various finance and M&A roles for brands such as Crème de la Mer, Jo Malone, Aramis, Designer Fragrances, and Becca Cosmetics.

Likewise, Reece veteran executive with more than 20 years of leadership experience in the beauty, health, and wellness industries, with his expertise spanning supply chain, logistics, operations, and regulatory fields.

He has held key roles at Herbalife, Beachbody, and Beautycounter, and most recently served as chief operating officer at Ritual. 

“Steve and David are exceptional leaders with proven track records in the beauty and wellness industry, and we are thrilled to welcome them to the Stila team,” said Michelle Kluz, CEO of Stila.

“Steve’s financial background and strategic insight, paired with David’s operational expertise and deep industry experience, will play an instrumental role as we continue to reinvigorate and expand Stila’s presence in the global market.”

The appointments come as Stila continues to expand its portfolio globally, after 31 years of business.​

The color cosmetics brand launched in the Indian market in January this year, with multi-brand makeup giant Nykaa to offer a selection of its signature face products in the country.  

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Nautica expands into women’s fragrance market with two new scents

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Nautica is expanding in the fragrance market with the launch of two new mood-boosting scents for women, inspired by the brand’s coastal heritage including Rose Island and Jasmine Coast. 

Nautica expands into women’s fragrance market with 2 new scents. – Nautica

Rose Island offers a floral amber scent, evoking the energy of the sea with mood-boosting ingredients. The fragrance features top notes of lemon sorbet accord, orange, and mandarin, a heart of rose, bamboo, and ginger gold apple, and a grounding base of dewy marine, sea moss, and cedarwood.

Meanwhile, Jasmine Coast, provides a floral fruity scent inspired by the tranquility of the sea. This fragrance features bright top notes of pear, pink pepper leaf, and mandarin, a soothing heart of coastal jasmine, ylang-ylang, and violet, and a cozy base of sea moss, ambergris, and cloud musk.

The collection launches with a campaign fronted by American actress and YouTuber, Lily Chee. 

“I am thrilled to partner with Nautica to represent this exciting time for the brand. I love the connection to the ocean and the coastal culture that the brand is rooted in. There are so many things I love about being by the ocean,” said Chee.

“I love feeling all salty, I love the way that my hair feels, my skin feels. You have to be fully present and in the moment and there’s something really beautiful about that. I can’t wait to embark on this journey with Nautica and inspire those who follow me to reconnect with their true selves.”

The new fragrance line is designed to reflect Nautica’s campaign creative concept, “It’s In Your Nature.”

The packaging draws inspiration from the calming waters of the ocean and the golden hour glow of the beach. The bottle’s cap represents the sun, while the bottle itself mimics the reflection of sunlight on the ocean during sunrise or sunset.

Coty is thrilled to expand Nautica’s fragrance offerings, engaging existing brand consumers and reaching a whole new audience. As a strong partner with Nautica, we believe Lily is the perfect choice to authentically represent the brand’s heritage and new vision for women’s fragrances,” added Coty chief brands officer, consumer beauty, Stefano Curti.

The Rose Island and Jasmine Coast fragrances will be available on Amazon starting this month, for $34.99.

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GPE strikes new five-year London office deal with expanding Next

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Fashion/lifestyle retail giant Next has secured 11,500 sq ft of office space at the newly refurbished 31 Alfred Place in London’s Fitzrovia area of WC1. The space has been let on a five-year term from London-based property giant Great Portland Estates (GPE).

Next said it has required the additional office space to complement its existing London offices and will be moving into the building at the end of March, occupying four floors.

Alfred Place is a newly refurbished 42,000 sq ft building offering premium offices as well as a communal roof terrace, private terraces on selected floors, a spacious shared lounge and meeting room suite, and flexible wellness space. 

David Korman, GPE’s senior leasing manager, said: “The rapid and positive leasing at Alfred Place highlights the strong demand for our well-located, amenity rich, premium Fully Managed spaces, while also demonstrating the expanding appeal to larger corporates that may have initially sought a more traditional arrangement.”

In November the central London landlord reported a rebound in half-year results, reporting “strong” leasing at levels well ahead of rental values, “exceptional” development returns and “profitable” asset sales.
GPE returned to net profit showing a gain of £62.2 million for the six months ended 30 September, compared with a £154.8 million loss a year earlier.

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