From Liquidation to Revival: Celio’s Acquisition of Camaïeu and the Launch of Its Modern, Sustainable Women’s Collection

In 2023, Celio, a ready-to-wear brand that was originally 100% men’s, revealed its project to revive the Camaïeu brand. Two months after the brand’s legal liquidation, the Camaïeu brand was purchased by Celio at auction for 1.8 million euros. This marks the beginning of the revival of the brand, which was originally created in 1984.

The new “Be Camaïeu” collection will feature products tailored to women’s daily lives, offering basics and essentials in a variety of colors, with a total of 700 models. The collection is described as modern, sustainable, and inclusive, aiming to dress women of all ages. The average price for products in the collection will be around 30 euros.

Celio’s president, Sébastien Bismuth shared that the company experienced double-digit growth in 2023. To ensure Celio’s future success and create a new business model, eleven Celio stores in France will offer both men’s and women’s collections starting from August 29th. Two stores will be exclusively dedicated to the “Be Camaïeu” collection: one in Compiègne and another in Vélizy. Around fifty new employees are expected to be hired for the thirteen stores that carry the “Be Camaïeu” collection.

Starting from August 29th eleven Celio stores in France will offer both men’s and women’s collections with