Turnover: 146 million EUR (2022)

Country: France

  • Women's clothing and ready-to-wear retail chain
  • Owned by the Mulliez Group
  • Put up for sale in 2023
  • 202 stores

News

Grain de Malice is growing in the hearts of French women | Grain de Malice is growing in the hearts of French women | Grain de Malice is growing in the hearts of French women 19/10/2023

  • Grain de Malice store openings: 13 this year, 50 since 2020, forecast of 15 to 20 openings per year over the next five years. Current number of Grain de Malice stores: 215. Expected sales: 250 million euros over the next five years, up from 146 million in 2022.
  • Grain de Malice's current market share: 2% in the 35+ women's market (main target: women aged 40-60).
  • Estimated store potential for Grain de Malice in France: 300 to 350.
  • Market share of the leader (Cache-Cache): 3.4%.
  • Expected sales for Cache-Cache this year: 130 million euros, up 6.5%. Share of digital sales for Grain de Malice: 8%.

Grain de Malice: the Mulliezes refocus on their flagship brands 08/06/2023

  • Fashion Cube, the former textile division of the Mulliez group, had a total of over 2,500 stores in 48 countries, including 1,300 in France.
  • The German chain Orsay (650 stores, mainly in Central Europe) was sold at the beginning of 2022.
  • Phildar and Pimkie were also sold.
  • Grain de Malice, 202 stores (116 affiliated) will be sold (146 million euros in 2022 in the women over 35 segment)

  • AFM focuses on market leaders:
    • Jules (550 stores and around 470 million euros in sales by 2022), number one in men's ready-to-wear ahead of Celio
    • RougeGorge, number two in lingerie in terms of market share (5%) behind Etam (11%), with 262 stores (120 affiliated) and sales of 120 million euros in 2021)
    • BZB (90 stores), which targets teenagers and young adults.
    • Kiabi
    • Fashion Cube Denim Center, the jeans factory, which manufactures jeans sold to Jules, Auchan and Kiabi.

Studies mentioning this company

The women's ready-to-wear market - France

Other companies mentioned:

  • Inditex groupe (Zara)
  • Camaïeu
  • SMCP Groupe (Sandro)
  • Chanel
  • Zalando
  • Kiabi Europe
  • La Halle
  • Beaumanoir Groupe
  • GEMO (Eram Groupe)
  • H&M Groupe
  • Comptoir des Cotonniers (Fast Retailing Group)
  • The Kooples Diffusion
  • Maus Frères
  • SRP group (Showroomprivé)
  • Naf Naf
  • Les 3 Suisses
  • Doudounes JOTT
  • Mytheresa
  • Blanche Porte
  • Galeries Lafayette
  • Printemps Groupe
  • SMCP Groupe (Claudie Pierlot)
  • SMCP Groupe (Maje)
  • Zadig et Voltaire
  • Kookaï
  • Indies Groupe
  • Forever 21
  • Grain de Malice
  • Maison Montagut - Le Chatelard
  • Isabel Marant
  • Vinted
  • Sonia Rykiel
  • Abercrombie & Fitch
  • American Eagle Outfitters
  • Ann Taylor (Ann Inc.)
  • Pierre Cardin
  • Eric Bompard
  • Massimo Dutti (Inditex groupe)
  • Almé
  • Levi’s

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