Groupe Rocher has selected the U.S.-based firm Regent as the preferred buyer for Petit Bateau, the iconic French fashion brand renowned for its timeless children’s and family wear. Announced on Thursday, September 4, the move supports the company’s strategy to refocus on its core cosmetics business, which includes Yves Rocher, Arbonne, Sabon, and Dr. Pierre Ricaud. The parties have not disclosed the financial terms of the deal.

The potential buyer, Regent, is a Beverly Hills-based private equity firm founded in 2013. Specializing in the revitalization of heritage brands, Regent already owns Bally (Switzerland), Dim (France), and La Senza (Canada). Active across Europe, North America, and Asia, the firm invests in sectors including consumer goods, industrials, technology, and media.

Founded in 1893 in Troyes, Petit Bateau is a French fashion label known for its iconic children’s and family wear. The brand employs nearly 2,400 people and operates in 55 countries, with 370 stores, 750 retail partners, and multiple e-commerce platforms. Following a return to growth in 2024—with sales increasing by 7% in France and 3% internationally—Petit Bateau continued its positive momentum into 2025, reporting a 2.7% sales increase in the first half of the year, according to Groupe Rocher.

“The prospect of this handover is an exciting moment for all of us, because Petit Bateau is much more than a brand. It’s also a human adventure—a story woven with passion in Troyes and beyond, across generations. We are approaching this transition with responsibility and optimism, supported by our identity, our culture, and our local roots,” said Alexandre Rubin, Managing Director of Petit Bateau.

“Petit Bateau is a French institution, deeply rooted in Troyes and celebrated for its craftsmanship and meaningful presence in families’ lives worldwide. For more than 130 years, its workshops have dressed generations with consistent quality and care. If we have the honor of becoming its next custodians, we will uphold this legacy by protecting what makes Petit Bateau unique—its artisanal tradition, French identity, and the trust families place in every garment—ensuring the brand continues to thrive for generations to come,” said Michael Reinstein, Chairman of Regent.

The transaction remains subject to consultation with employee representative bodies before finalization.