Kiabi
Mulliez family (Association Familiale Mulliez) · France
Kiabi is a French value fashion retailer for the whole family, with the slogan la mode à petits prix. It is part of the Mulliez family business group, which also includes Auchan, Leroy Merlin and Decathlon, and reported record revenue of 2.5 billion euros in 2025.
| Founded | 1978 |
|---|---|
| Founder | Patrick Mulliez |
| Owner | Mulliez family group |
| Revenue | 2.5 billion euros (2025) |
| Footprint | 648 points of sale in 37 countries (end 2025) |
| Website | kiabi.com |
What is Kiabi?
Kiabi is a French fashion retailer selling low priced clothing, shoes and accessories for women, men, teenagers, children and babies, together with lingerie, maternity wear, plus sizes and home textiles. Its slogan is la mode à petits prix, fashion at small prices. Kiabi belongs to the Mulliez family group of companies, alongside Auchan, Leroy Merlin, Decathlon, Flunch and Boulanger.
History
Kiabi was founded in northern France in 1978 by Patrick Mulliez and grew into one of France's largest family clothing chains. In recent years it has expanded internationally and broadened into a group of related brands. According to FashionUnited and Modaes, the company closed 2025 with record revenue of 2.5 billion euros, up 8% on 2024, with 648 points of sale in 37 countries and around 25 million customers. In 2025 it entered four new markets and opened 43 stores abroad, and it planned around 50 openings and seven new markets in 2026, including Switzerland, Argentina and North Macedonia.
Products and positioning
Kiabi positions itself as an ecosystem for families rather than a single clothing banner. A global rebrand uses a common K identity across its activities, which include:
- Kiabi fashion for all ages and sizes
- Kiabi Home for home textiles
- Kitchoun for baby shoes
- Ekstract for sportswear
- Beebs by Kiabi for second hand
Under its Vision 2035 plan, Kiabi says 87% of its main collection was designed with lower impact materials by the end of 2025.
Business model and distribution
Kiabi sells through its own stores, franchised stores and online. Its website promotes the option to open a Kiabi franchise, and offers repair, personalisation and a family loyalty programme. Customers can bring used clothing to stores in exchange for vouchers, with the items resold through Beebs.
Kiabi and technology
Digital sales are a growth driver. FashionUnited reports that Kiabi's online platform draws 12 million visitors a month and its app has 3 million downloads, and Modaes notes that the 2026 roadmap focuses on the mobile app and loyalty programme.
Why it matters
Kiabi shows that a value family retailer can keep growing while much of the French mid market struggles, by combining low prices, second hand and international expansion.
Frequently asked questions
Who owns Kiabi?
Kiabi belongs to the Mulliez family business group from northern France, which also controls Auchan, Leroy Merlin, Decathlon and Boulanger. The brand was founded in 1978 by Patrick Mulliez.
Is Kiabi a cheap brand?
Yes. Kiabi is a value retailer whose slogan is la mode à petits prix, fashion at small prices. It targets families with low priced clothing for all ages and sizes.