Fashion Leaders Naf Naf Expanding Boundaries
September 24, 2004 | Senay TOPCUOGLU
Naf Naf is one of the rare French brands to have a truly international presence.
This ready-to-wear fashion group has joined the league that already holds chains like H&M and Zara as specialty retailers who thrive on fast-to-market fashion.
The company, led by Paris-based brothers Gerard and Patrick Pariente, which primarily started as a boutique in the Passage du Caire in Paris called 'Influence', has gone miles ahead since its inception way back in 1973, mapping out an aggressive plan for further expansion with a key to take measures to shorten supply chains for maximum flexibility. In 2003, Naf Naf saw its net income rise from $3.3 mn in 2000 to $15 mn.
Under the new strategy, the company intends to expand its overseas business to 50% from the existing 35% over the next few years. The company plans to achieve this dream by capitalising on its ability to offer bright, youthful clothing, while keeping up with changes in style.
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