Okaidi
IDKIDS · France
Okaidi is a French children's clothing brand launched in 2000 by Jean Duforest and Jean-Luc Souflet, with roots in a 1994 takeover of a children's activity. It is part of IDKIDS and is based in Roubaix. It sells clothing for babies up to 14-year-olds.
| Launched | 2000 (roots in 1994) |
|---|---|
| Founders | Jean Duforest and Jean-Luc Souflet |
| Group | IDKIDS |
| Headquarters | Roubaix, France |
| Segment | Childrenswear, ages 0 to 14 |
| Website | okaidi.fr |
What is Okaidi?
Okaidi, written Okaïdi in French, is a children's clothing brand sold through a chain of stores and online. Its collections cover babies through to 14-year-olds, with shoes, accessories, nursery items and toys also on the website.
History
The story starts in 1994, when Jean Duforest, a co-founder of the Camaieu group, and his partner Jean-Luc Souflet took over a children's activity of 30 stores and 100 staff. The Okaidi brand was officially launched in 2000 with 100 stores and 440 employees. Sources give 1996 as a founding date for the company, so dates vary by definition.
The brand expanded internationally from 2001 and adopted the signature "Okaïdi Good ID" in 2004. In 2005 it joined IdGroup, which also brought in Jacadi and Véronique Delachaux. The Okaidi website now refers to ÏDKIDS as the company behind the brand. A reference page lists the headquarters as Roubaix.
Products and positioning
Okaidi is a mid-market family brand. Its site lists licensed capsule collections such as Harry Potter and Hello Kitty, baby care items and games. In 2002 it launched the Obaibi concept for younger children, later narrowed to ages 0 to 3.
Business model and distribution
Sales run through physical stores and the online shop. The brand site cites more than 350 stores, click and collect with reservation online for pickup in two hours, and an outlet section. An older advertisement cited 820 stores and 60 countries, a figure that reflects a larger network of earlier years.
Why it matters
Okaidi is among France's best-known mass-premium children's chains and a major brand of the IDKIDS group. Its mix of own stores, licensed collections and a sister baby brand makes it a useful reference in European childrenswear retail.
Frequently asked questions
Who owns Okaidi?
Okaidi is part of IDKIDS, formerly referred to as IdGroup. The brand site presents IDKIDS as the company behind it.
Where is Okaidi from?
Okaidi is a French brand launched in 2000 and based in Roubaix, in northern France. Its founders Jean Duforest and Jean-Luc Souflet began in 1994 with a children's clothing activity.