Bonton celebrates 25 years with Runway Show in Paris and Expansion Plans

Bonton, based in Paris, Bonton will celebrate its 25th anniversary with a high profile parade at the Tokyo Palais on Wednesday, September 17, 2025. Known for its playful aesthetic and spirit of the concept store, Bonton will highlight iconic files and welcome artists and collaborators who have configured their creative identity. The event marks the launch of an anniversary campaign of one year, including a collection of limited editing capsules codesñada with the Tokyo Palais, according to General Manager Olivier Prudhomme.

Founded in 2001 by Irène and Thomas Cohen, Bonton quickly obtained recognition for their vibrant children's collections and boutiques of immersive conceptual stores throughout France and internationally. In 2016, the brand It was acquired By Marco Polo, the investment firm led by Xavier Marie—Also known for supporting Eric Bompard, Le Petit Souk and Rautureau. Like many in the industry, Bonton was affected by the Covid-19 pandemic, which brought significant changes in consumer behavior.

After entering the judicial administration ordered by the Court, The brand was acquired in December 2023 by the Roger Zannier groupwhich also has Tartine et Chocolat. Under this new leadershipBonton has returned to its central approach to children's fashion. The brand has simplified its offerings by cutting teenage clothes, home decoration and Women's clotheswhile implementing a renewed distribution strategy that balances retail, wholesale and electronic commerce channels.

The reposition is already showing positive results.

Bonton is preparing to open a new flagship of Paris July 16 In 144 Rue de Courcelles. The location of 80 square meters will have fashion and lifestyle pieces along with a cured mixture of members of members, continuing the DNA of the conceptual store established by its founders.

Together with its Paris expansion, Bonton has opened a seasonal emerging window in Biarritz, which will run until October. The brand also maintains a strong retail presence through the Locations of Lafayette galleries in Paris and Niza, in addition to Four independent stores.

As part of its regional expansion strategy, Bonton is exploring growth through the franchise, with an focus on store formats ranging from 80 to 120 square meters. Lyon is currently being considered as the first location in this renewed deployment.

Although specific income figures were not revealed, Prudhomme shared that approximately 40% of Bonton's billing comes from retail sale, 10% of electronic commerce and 50% of wholesale sale. The brand also participated in the Children's Commercial Fair of Paris of the game time from June 28 to 30, indicating its renewed presence in the professional circuit.

Looking towards the future, Bonton is prioritizing international expansion. South Korea, where it currently operates eight stores in the store, stands as its second largest market after Europe (which represents approximately 30% of total sales), followed by the United States.