The French group behind cosmetics brand Yves Rocher is selling children’s clothing brand Petit Bateau to an American investment fund that specializes in relaunching traditional brands.
“Regained dynamism”
The Rocher group, which wants to focus on its core cosmetics business, had announced early this year that it was looking for buyers for its children’s fashion and home maintenance divisions, including the Petit Bateau and Stanhome brands. For the children’s fashion brand, it has now succeeded: Petit Bateau is coming into the hands of Regent, an American investment fund that has previously earned its spurs by relaunching brands such as DIM in France, Bally in Switzerland and La Senza in Canada, the company reports in a press release.
Director Alexandre Rubin emphasizes that Petit Bateau is doing well: “The regained momentum continues: after returning to growth in 2024, our BtoC sales are up +2.7% in the first half of 2025, and our e-commerce business continues to grow in France (+5.6%) and Japan (+8.3%). This testifies to the vitality of a beloved brand that is fully focused on the future.” The brand is sold in 370 of its own stores (including seven in Belgium) and through 760 other stores. France accounts for 55% of sales, compared with 25% in the rest of Europe and 10% in Japan.
