Bonobo

Bonobo is a French casual fashion brand launched in 2006 by Groupe Beaumanoir, the family-owned group behind Cache-Cache, Morgan, La Halle and Vib's. It belongs to a group with 1,255 points of sale in France and 440 abroad in 2023.

What is Bonobo?

Bonobo, often written Bonobo Jeans, is a French brand of casual clothing that is part of Groupe Beaumanoir. It was created within the group rather than acquired.

History

Groupe Beaumanoir was founded by Roland Beaumanoir, with 1981 given as its start date, and created Cache-Cache in 1985. The group launched Bonobo in 2006, acquired Morgan in 2009, launched the Vib's multistore concept in 2016 and bought Sarenza from Monoprix in 2022. In 2020 it took over 366 La Halle stores out of 820. In June 2024 it was authorised to buy the Western European operations of Boardriders brands such as Quiksilver, Billabong and DC Shoes from Authentic Brands Group.

Business model and distribution

Beaumanoir remains a French family company. In 2023 it had 1,255 points of sale in France and 440 abroad, 5,500 employees and 3,210 franchisees. Its logistics subsidiary C-Log handles order preparation across eight warehouses in France, and about half of its volume is for other brands. Production is mainly in China, Southeast Asia, Turkey, Morocco and Tunisia, with a small share in Europe. The sources consulted do not give a separate store count for Bonobo, so the figures above describe the group.

Why it matters

Bonobo shows how a French multi-brand group builds a portfolio of mass-market labels while sharing logistics and services across them. Revenue passed €1 billion in 2011 and was €790 million at the end of 2020 for the group as a whole, and the brand-level contribution could not be verified.

Frequently asked questions

Who owns Bonobo?

Bonobo is owned by Groupe Beaumanoir, a French family company that launched the brand in 2006.

Where is Bonobo from?

Bonobo is a French brand created inside Groupe Beaumanoir, a company linked to Saint-Malo.

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