Bonpoint
Youngor Group · France
Bonpoint is a Parisian luxury childrenswear house founded in 1975 by Marie-France and Bernard Cohen. After more than 17 years under the French investment firm EPI, it was sold in January 2025 to the Chinese conglomerate Youngor Group. With about 130 boutiques in over 30 countries, it is one of the best known luxury brands for babies and children.
| Founded | 1975, Paris |
|---|---|
| Founders | Marie-France Cohen and Bernard Cohen |
| Owner | Youngor Group (since 2025) |
| Previous owner | EPI |
| Headquarters | Paris, France |
| Segment | Luxury childrenswear |
| Website | bonpoint.com |
What is Bonpoint?
Bonpoint is a French luxury brand of clothing, accessories and beauty products for babies and children up to age 14. It is known for refined Parisian style, delicate prints, ceremony wear and a cherry motif that has become a brand signature. The company is based in Paris, where its head office, design studio and workshop share a building on avenue d'Iéna.
History
Marie-France Cohen and Bernard Cohen founded Bonpoint in 1975, opening the first shop on rue de l'Université in Paris. In 1986 Annick Goutal, Marie-France Cohen's sister, created the children's fragrance Eau de Bonpoint. A New York boutique on Madison Avenue followed in 1988, and a skincare line launched in 2010.
The French investment firm EPI, chaired by Christopher Descours, owned Bonpoint for more than 17 years. In January 2025 EPI confirmed the sale of the brand to the Chinese conglomerate Youngor Group for an undisclosed amount, citing Youngor's expertise in Asian markets. Bonpoint celebrated its 50th anniversary in 2025 with a capsule collection and a show during Paris Fashion Week.
Products and positioning
Bonpoint sits at the luxury end of childrenswear. Its offer includes:
- Babywear and birth gifts
- Children's clothing and ceremony wear
- Shoes and accessories
- Skincare, fragrance and home scents
- Collaborations with brands such as Khaite and Veja
Business model and distribution
The brand operates around 130 boutiques in more than 30 countries, according to FashionUnited, together with e-commerce and selected wholesale partners. Asia accounted for 48 percent of revenue and Europe, Middle East and Africa for 42 percent at the time of the sale, while beauty represented about a quarter. In 2022 Bonpoint launched Bonpoint Vintage, a resale service for its own pre-owned pieces.
Why it matters
Bonpoint is a reference for luxury childrenswear and shows how a children's brand can extend into beauty and lifestyle. Its sale to Youngor reflects growing Asian ownership of French heritage brands and the importance of Asian demand for luxury kidswear.
Frequently asked questions
Who owns Bonpoint?
Bonpoint has been owned by the Chinese conglomerate Youngor Group since January 2025. It was previously owned for more than 17 years by the French investment firm EPI.
Is Bonpoint a luxury brand?
Yes. Bonpoint is a Parisian luxury childrenswear house founded in 1975, with around 130 boutiques worldwide and a beauty line. Its prices and positioning are at the top end of the children's market.