Celio
Celio · France
Celio is a French menswear retailer founded in Paris in 1978 by brothers Maurice and Laurent Grosman, known for affordable everyday basics. After a difficult restructuring it returned to growth under chief executive Sébastien Bismuth and bought the Camaïeu womenswear brand in 2022.
| Founded | 1978, Paris |
|---|---|
| Founders | Maurice and Laurent Grosman |
| Headquarters | Saint-Ouen, France |
| Chief executive | Sébastien Bismuth |
| Other brand | Camaïeu (acquired 2022) |
| Website | celio.com |
What is Celio?
Celio is a French clothing retailer focused on affordable menswear. Its range covers jeans, trousers, shirts, suits, knitwear, jackets, underwear, accessories and fragrance, built around a line of basics called Les essentiels and the tagline be normal. The company is headquartered in Saint-Ouen, just north of Paris.
History
Celio began in 1978 when brothers Maurice and Laurent Grosman took over their family shop on rue Saint-Lazare in Paris. The chain grew quickly, from 34 outlets in France in 1989 to 150 in 1992, and then expanded abroad, first to Belgium and Spain, then Portugal in 1994 and Italy in 1999. Its stores, offices and warehouses have spanned dozens of countries.
In the early 2020s Celio came close to bankruptcy and went through a demanding restructuring that included store closures, lower prices and more collaborations. Europe 1 reported in 2024 that the brand had recovered under chief executive Sébastien Bismuth.
Products and positioning
Celio targets men who want simple, wearable clothes at accessible prices. Visible prices on its website run from roughly 16 to 100 euros. Its offer includes:
- Everyday basics such as T shirts, jeans and chinos
- Shirts, suits and knitwear
- Underwear and accessories
- Licensed collaborations with franchises such as Pokémon, Death Note and Elden Ring
- A women's section including the relaunched Camaïeu
Business model and distribution
Celio sells through its own and partner stores, mainly in shopping centres, and through its website, which serves France, Spain, Belgium, Portugal and India. It offers two hour click and collect, free in store returns and a loyalty programme called be+. In December 2022 Celio bought the Camaïeu brand at auction for 1.8 million euros, and in August 2024 it launched a new Camaïeu womenswear collection in 12 stores and online, with a goal of about 50 points of sale within four years.
Why it matters
Celio is one of the few French mass market chains to emerge from the sector's recent crisis in better shape. Its recovery and its use of Camaïeu to add womenswear to existing stores make it a reference for turnaround strategies in mid market fashion retail.
Frequently asked questions
Who owns Celio?
Celio is a privately held French company founded by brothers Maurice and Laurent Grosman in 1978. It is led by chief executive Sébastien Bismuth and also owns the Camaïeu brand.
Where is Celio from?
Celio is from France. It started as a family shop on rue Saint-Lazare in Paris and is now headquartered in Saint-Ouen.