PARIS – Bonpoint is celebrating its 50th anniversary with a return to the runway during Paris Fashion Week.
The event, due to be held on Oct. 4 at its Paris flagship store on Rue de Tournon, will reintroduce the French luxury childrenswear brand’s exclusive Couture line, a range of special occasion outfits that can be customized to order.
With a revamped design and price positioning, the collection will be available in around 10 boutiques worldwide, where teams will be specially trained in its presentation and the semi-bespoke service that comes with it, the label said.
To mark the anniversary, Bonpoint is also launching a limited-edition capsule collection that will be available from early September in its boutiques and online. It will feature signature touches including its cherry motif hot-stamped in gold, alongside an emblem with two hearts symbolizing the bond between parent and child.
Items from Bonpoint’s 50th anniversary capsule collection.
Jaime Cabrera Huidobro/Courtesy of Bonpoint
Priced from 10 euros to 260 euros, the line includes six pieces of ready-to-wear for kids, 10 accessories for young and old, three unisex items for adults, and five products in the fragrance and skin care range, including a one-off bottle of L’Eau de Bonpoint perfume available in a new 300-ml size.
The fashion show, the brand’s first since 2019, will mark its most high-profile initiative since its acquisition earlier this year by Chinese fashion conglomerate Youngor Group. At the time of the sale, market sources estimated Bonpoint’s revenues at roughly 200 million euros, with a double-digit level of profitability.
Pierre-André Cauche, chief executive officer of Bonpoint, declined to disclose figures for 2025, but noted the brand was preparing to open two boutiques in China in the second half, in addition to several travel retail locations in 2026.
“Bonpoint has been able to leverage its international presence and omnichannel model to stabilize its revenue and thus consolidate its profitability,” he said.
Bonpoint has 130 stores in more than 30 countries, of which 55 are in the Europe, Middle East and Africa region, 65 in Asia and 10 in North America.
Fragrance and skin care items from Bonpoint’s 50th anniversary capsule collection.
Jaime Cabrera Huidobro/Courtesy of Bonpoint