French luxury children’s clothing brand Bonpoint is celebrating its 50th anniversary.
At this important milestone, Bonpoint is ushering in a new chapter. On January 9, 2025, Chinese fashion giant YOUNGOR Fashion Co., Ltd. (hereinafter referred to as “YOUNGOR Fashion”) officially announced the acquisition of Bonpoint, adding a major name to its growing portfolio of international brands.
This October, Bonpoint will return to the official Paris Fashion Week calendar as the only children’s wear brand, further solidifying its leading position in the global luxury children’s fashion market.
Amid the booming children’s wear markets both globally and in the Chinese Mainland, how will Bonpoint maintain its leadership? With the backing of new parent company YOUNGOR Fashion, how will Bonpoint accelerate its growth in China? What is YOUNGOR Fashion’s vision and strategy for Bonpoint’s development in the Chinese market? This article by Luxe.CO explores these questions in depth.
Bonpoint has been cultivating the Chinese market since 2006, marking 19 years of presence. It has become the go-to name for many families and children when it comes to luxury kidswear. Today, China stands as one of Bonpoint’s most important overseas markets.
Globally, Bonpoint has long been synonymous with luxury children’s wear. It remains the only children’s ready-to-wear brand in the industry that owns its own haute couture workshop. Former Bonpoint CEO Pierre-André Cauche once emphasized the brand’s unique positioning in an exclusive interview with Luxe.CO: It is “the only brand in the luxury children’s wear segment that started as a children’s wear brand.”
Why Did YOUNGOR Choose Bonpoint?
In France and beyond, for many people, a piece from Bonpoint is a part of their childhood memories—perhaps a cotton dress carefully selected by a mother, or a hand-embroidered knit jacket. These garments are more than just clothes; they embody the French aesthetic of an “exquisite childhood.”
This emotional value, which transcends the product itself, is what YOUNGOR Fashion cherishes most in Bonpoint. It is also what has allowed Bonpoint to remain a leader in the children’s wear segment for many years.
Looking forward, YOUNGOR Fashion plans to leverage its accumulated resources and capabilities to inject new vitality into Bonpoint—advancing the brand’s next phase of growth and evolution through supply chain integration, product upgrades, brand operations, and market expansion.
Children’s Wear Consumption Is Upgrading—What Matters Most to the New Generation of Decision-Makers?
From global markets to the Chinese Mainland, consumer demand related to children is rapidly surging. Increasingly, luxury houses, fashion designer brands, and activewear and outdoor labels are stepping up their presence in the children’s wear sector. The Chinese market is playing an ever-more critical role in this global layout. Yet there remain many unmet needs and pain points in the current market that are worth deeper exploration by brands.
It’s important to note that today’s key decision-makers in children’s wear purchases, the post-1990 and post-1995 generation of parents, are reshaping this market with higher standards.
Their expectations for children’s apparel go far beyond basic functionality. These young parents, raised in the internet era, possess well-developed brand awareness and a discerning sense of aesthetics. They are more demanding when it comes to design and creativity, contextual relevance, cultural depth, and brand values.
This trend of consumption upgrading signals a shift toward a more specialized, differentiated, and high-quality phase for China’s children’s wear market.
Marshal Cohen, Chief Industry Advisor at market research firm NPD Group, noted that today’s parents have a much stronger desire to emotionally connect with their children than previous generations did.
It is this intergenerational emotional bond that has become the key for children’s brands to win over these decision-makers, one of Bonpoint’s core brand values. As former CEO Pierre-André Cauche emphasized in his interview with Luxe.CO, the ability to convey the passage of time and a sense of heritage, is one of the defining distinctions between luxury children’s clothing and ordinary children’s wear.
How Is Bonpoint Responding to Market Demand?
Founded in 1975, Bonpoint is globally recognized by its adorable twin-cherry logo. Founder Marie-France Cohen created the brand as a tribute to her childhood spent in the cherry orchard at her family home in Aix-en-Provence, a small town in the south of France.
This origin story shaped Bonpoint’s enduring design philosophy—to preserve a child’s innocence, sweetness, and sense of wonder. The brand’s mission is clear: “Let children dress like children, not little adults.”
On one hand, Bonpoint is deeply committed to craftsmanship and detail—from the artisanal techniques passed down through its Parisian atelier, to rigorous fabric selection and precise tailoring:
For instance, six stitches per centimeter, hand-smocked embroidery every four millimeters, selection of the softest materials safe for children’s skin, use of half-canvas construction typically reserved for tailored suits, and test fittings on children aged six months to six years—all of which ensure the best possible comfort for the child wearing the garment.
In terms of design, Bonpoint masterfully balances classic French elegance with childlike charm:
Examples include peasant dress silhouettes inspired by the romantic pastoral style of 17th- and 18th-century Europe, gingham patterns that were hugely popular in 1950s and 1960s France, and timeless Mary Jane shoes. Every season, the brand also creates exclusive Liberty prints.
Bonpoint’s design aesthetic and meticulous craftsmanship resonate with the tastes of today’s new generation of parents and their children. Its child-centered perspective mirrors the deep affection parents have for their children, satisfying the emotional needs that come with children’s fashion and forming a bridge of love and tradition between generations.
Li Hanqiong, Vice Chairwoman and President of YOUNGOR Fashion and the lead on the acquisition, described Bonpoint this way: “Bonpoint is a symbol of heritage, craftsmanship, and timeless beauty. Its spirit extends far beyond the product itself. This is precisely the kind of treasured value YOUNGOR holds in the highest regard.”
How Will YOUNGOR Provide Comprehensive, Multidimensional Empowerment to Bonpoint?
Since entering the Chinese market in 2006 with its first store in Shanghai’s West Nanjing Road commercial district, Bonpoint has built significant brand awareness among China’s high-net-worth consumers.
To date, Bonpoint has opened 30 stores across the Chinese Mainland, primarily located in premium retail complexes in cities such as Beijing, Shanghai, Shenzhen, Guangzhou, Nanjing, Hangzhou, Chengdu, and Wuhan. These include top-tier locations like Beijing SKP, Plaza 66 in Shanghai, Hangzhou Tower, and Nanjing Deji Plaza. Shanghai and Beijing boast the highest number of stores, with 7 and 4, respectively, while Shenzhen, Hangzhou, Chengdu, Wuhan, and Dalian each have two.
Bonpoint’s skincare and fragrance business is particularly noteworthy.
Starting in 1986 with the launch of its first children’s perfume, l’Eau de Bonpoint, and expanding in 2010 to a dedicated skincare line for children, this segment now accounts for 20% to 30% of Bonpoint’s total revenue.
In 2022, Bonpoint opened its first spa in China, “Bonpoint L’Art du Soin” at Shenzhen Bay MixC, offering French-style skincare rituals and professional treatments tailored to various skin types and age groups.
The Chinese market has become Bonpoint’s most successful for skincare and fragrance. These categories still hold tremendous potential in China’s children’s consumer and gifting sectors.
To win broader visibility and deeper engagement in the Chinese market, Bonpoint must now partner with a strong and reliable local force—one capable of advancing co-evolution with the Chinese market and its consumers.
Indeed, capable Chinese enterprises are increasingly leveraging joint ventures and acquisitions to offer full-spectrum empowerment to overseas brands, support that extends beyond China to global markets.
As a Chinese fashion group rooted locally and oriented globally, YOUNGOR Fashion has built a diverse multi-brand ecosystem. Beyond its four proprietary brands—YOUNGOR, MAYOR, HART MARX, and HANP—it has invested in U.S. streetwear label Undefeated and entered joint ventures in China with leading brands such as Norwegian outdoor brand Helly Hansen and French luxury shoemaker Corthay. These brands, empowered by YOUNGOR Fashion, have expanded operations and market influence in China and are now gaining solid traction.
The addition of Bonpoint marks YOUNGOR Fashion’s official entry into both the children’s wear and luxury fashion sectors. This move will globally empower Bonpoint’s growth and represents a pivotal step in YOUNGOR’s strategy to build a multi-brand international fashion group.
According to sources, YOUNGOR Fashion will leverage its accumulated resources and capabilities across multiple dimensions, supply chain integration, product innovation, brand operations, and market expansion, to drive Bonpoint’s next phase of development.
While preserving the craftsmanship of Bonpoint’s Parisian ateliers, YOUNGOR Fashion will draw on its global supply chain management expertise to optimize production management and improve efficiency in resource integration.
On the product side, YOUNGOR Fashion plans to integrate its high-end textile resources to develop brand-exclusive fabrics that combine comfort, functionality, and sustainability. Previously, YOUNGOR has signed strategic partnerships with seven of the world’s top fabric suppliers from Italy and Switzerland, including Loro Piana, Zegna, Albini, Alumo, COLOMBO, Piacenza, and OLMETEX.
This October, YOUNGOR Fashion will also support Bonpoint’s return to the official Paris Fashion Week calendar as the only children’s wear brand, further enhancing its global exposure. Immersive marketing campaigns for Bonpoint will also be launched in key markets such as Paris and Shanghai.
Above: On Children’s Day 2025, the Bonpoint Bus, nicknamed the “Little Cherry Bus,” made a surprise appearance on the streets of Shanghai, kicking off a mobile pop-up parade.
Bonpoint will also deepen engagement with its target audience in China by creating premium children’s experience spaces. Through initiatives focused on aesthetic education, sustainability awareness, and social responsibility, the brand will continue to communicate its values. For instance, Bonpoint recently launched its 50th anniversary celebrations in Moganshan, including the debut of the interview series “Bonpoint Invites.”
Above: Bonpoint’s Moganshan nature party, Secret Encounter: Where Wild Dreams Grow, transformed its cherry-branded house into a natural retreat. Guest families enjoyed themed experiences, including the “Nature Carpet” aesthetic workshop, a French dinner that celebrated the taste of nature, a fairy tale theater called “Cherry Wonderland,” and a pajama breakfast party.
Above: In the “Bonpoint Invites” interview series, women from diverse backgrounds, including HEFANG founder Sun Hefang, young floral artist Yezi, and designer/influencer Renee, shared their thoughts on motherhood, parent-child relationships, and career development, revealing the emotional bonds between parents and children.
The YOUNGOR team told Luxe.CO: “While preserving Bonpoint’s classic tone, we will optimize global supply chain efficiency, enhance consumer services and experiences, and, through diverse brand activities, help more families connect with the aesthetic and educational values Bonpoint has always championed.”
｜Image Credit: Bonpoint
｜Editor: LeZhi
