They are regularly singled out for their (bad) social and environmental practices. However, fast-fashion brands have the wind in their sails in France. Shein, Primark, Bershka... in the wake of these international behemoths, a young French brand is also trying to ride the low-cost wave: it is Naumy, a fashion brand at discounted prices born in 2014. Nearly ten years after the opening of its first store in Fleury-Mérogis, the brand is preparing to inaugurate a 1500 m² point of sale in Paris, in the Bastille district. "The date is not yet certain, but it is for very soon," confirms Lim Can, managing director of Naumy.
"Sticking to trends all the time"
Should we expect long queues, similar to those observed when the SheIn pop-up store opened a few weeks ago? What is certain is that the recipes of the French brand are the same as those of the Chinese giant: broken prices, abundant collections, novelties at all costs. Naumy claims nearly 10,000 references in store and on its e-shop. In addition to women's fashion clothing, there are make-up products, accessories, sportswear... Few items exceed 20 euros. A strong point in times of inflation. "Beyond our affordable prices, our advantage is to constantly stick to trends, thanks to constant arrivals online and in store," explains Lim Can.
The leader gets a little irritated when Naumy is described as a "newcomer" in the fast-fashion arena. "We have been around for almost ten years and we already have about forty stores in France," he said. The company first set up in Île-de-France, where it has eleven stores, before tackling the rest of the national territory: Normandy, Brittany, Hauts-de-France... It remains to conquer the capital and its city dwellers. Until now, the brand had mainly established itself on the outskirts, in retail parks and shopping centers.
Driven by his new Parisian project, Lim Can does not intend to stop there. "I have just inaugurated a shop in Toulouse, and we will also soon open a point of sale in Lyon," he announces. Like some discounters, Naumy seeks to crisscross the territory. "Our pace of development is close to one opening per month," confirms the manager. Unlike other fast-fashion brands, Naumy relies on large physical outlets to impose its brand, both in France and abroad. "The next step is Belgium," he says enthusiastically. Naumy, the future giant of European fast-fashion?