Naf Naf
French ready-made clothing company. Originally it was called Naphtaline, a boutique opened in Paris in 1973 by the brothers Gérard and Patrick Pariente. Success came five years later when the pair (born in Tunisia in 1950 and 1955 respectively) presented their first Naf Naf collection. From then on, they enjoyed increasing fortunes in the fashion world, thanks to their choices of fabric and the collections’ excellent value for money.
For its 25th anniversary, Naf Naf took a new direction, abandoning the playful image of the first years, and pensioning off the original piglet logo in favor of a more adult look. The brothers changed the interior décor of their retail stores, as well as their target market, paying greater attention to the female public aged between 18 and 25 years. In 1995, two megastores were opened on the Champs-Elysées and at Les Halles. Soon after, it was the turn of Nice and, in 1997, Moscow. The products made by the Paris company are available in 27 countries, 20 of which are European. There are 138 megastores in France.
2002 was a good year for the group, which also owns Chevignon, Chevignon Kids and Naf Naf Enfant, with a turnover that reached 245.5 million euros (30% of which is made in Spain, Italy, Greece, and Russia). Their net profits were approximately 14 million euros, an increase of 22% compared with the previous year.
Naf Naf after the purchase by Vivarte
With the Spring/Summer 2008 collection, in fact, a second line is presented, in addition to the main one. The traditional piglet logo, a tribute to the origins of the brand and the protagonist of the advertising campaigns, was revived. In the retail sector, the brand expanded mainly in Eastern Europe, with openings in Latvia, Romania, Bulgaria and three boutiques in Ukraine starting in 2008. In addition to its traditional target markets, the brand is also focusing on Asia, the Far East and the United Arab Emirates.
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