Youngor Acquires Bonpoint, Expanding Its Luxury Kidswear Portfolio

At the start of the year, China’s leading fashion group Youngor officially announced the acquisition of French luxury children's wear brand Bonpoint. This strategic move strengthens Youngor’s presence in the global fashion market while adding a premium children's wear segment to its growing brand portfolio.

A Strategic Acquisition: Bonpoint Joins Youngor’s Fashion Empire

On January 9, Women’s Wear Daily reported that Youngor had acquired 100% of Bonpoint’s shares from French private investment firm EPI. Youngor later confirmed the news, though financial details of the transaction have not been disclosed.

EPI stated that Youngor presented a compelling vision for Bonpoint’s future growth, aligning with EPI’s long-term value creation strategy. Youngor’s deep expertise in the Asian market and retail operations was a key factor in securing the deal, as

Bonpoint had attracted multiple potential buyers. Youngor’s proven track record in brand expansion, supply chain management, and beauty industry experience ultimately set it apart.

Founded in 1975, Bonpoint is renowned for its elegant French aesthetics and meticulous craftsmanship. The brand operates a design studio in Paris, ensuring the highest quality standards. In 2010, Bonpoint expanded into skincare and fragrance, a category that has grown rapidly in recent years, now contributing 20–30% of total revenue.

Since EPI acquired Bonpoint in 2007, the brand has expanded its global retail footprint to over 130 stores across 30 countries. China has been a particularly strong market, with 29 stores in 16 cities, including six in Shanghai and four in Beijing, with additional locations in Hangzhou, Shenzhen, and other major cities.

Youngor’s Global Fashion Expansion Strategy

Youngor has been actively strengthening its fashion business through acquisitions and investments, making Bonpoint’s acquisition a strategic milestone in its global expansion.

Key investments in Youngor’s international strategy include:

• 2007: Acquired Greater China operations of American menswear brand Hart Schaffner Marx, establishing HSF Apparel.

• 2021: Purchased 40% of Undefeated, forming a joint venture for Greater China; invested in Norwegian outdoor brand Helly Hansen for regional operations.

• 2022: Partnered with Challenger Capital to invest in Alexander Wang.

• 2023: Renamed the company from Youngor Group Co., Ltd. to Youngor Fashion Co., Ltd., reinforcing its commitment to the fashion industry.

• 2024: Acquired Intime Department Store for 7.4 billion RMB, further integrating retail and fashion resources.

  
  

  

  
  

Why Bonpoint? Youngor’s Strategic Vision

The acquisition of Bonpoint aligns with Youngor’s multi-brand strategy, which was outlined in its 2024 mid-year report. With nearly half of Bonpoint’s revenue (48%) coming from Asia, Youngor’s expertise in this market makes it an ideal owner to drive future growth.

Youngor’s fashion strategy focuses on diversifying its portfolio across business casual, sportswear, and high-end fashion. Entering luxury childrenswear through Bonpoint is a natural extension of this vision, catering to an affluent consumer base and expanding its market reach.

Another key factor is Bonpoint’s thriving beauty and fragrance business, which aligns with Youngor’s growing presence in the beauty sector. This opens up opportunities for synergies in product development, retail expansion, and cross-category marketing.

What’s Next? Youngor’s Growth Plan for Bonpoint

Following the acquisition, Youngor has outlined a strategy to strengthen Bonpoint’s position in the global luxury market:

• Expanding in Asia: Leveraging Youngor’s retail network to accelerate Bonpoint’s presence in China and APAC.

• Optimizing Supply Chain: Enhancing production efficiency and agility by integrating Youngor’s manufacturing expertise.

• Strengthening Brand Identity: Increasing global brand awareness through strategic collaborations and innovative marketing.

• Broadening Product Categories: Exploring new growth areas in childrenswear, skincare, and fragrance to meet evolving consumer trends.

This acquisition marks another milestone in Youngor’s transformation into a global fashion powerhouse. By integrating Bonpoint into its ecosystem, Youngor is reinforcing its multi-brand, multi-category, and global expansion strategy. As Bonpoint enters a new phase under Youngor’s ownership, the focus will be on scaling its luxury appeal while maintaining its heritage of French elegance and craftsmanship.