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These popular children’s brands may soon disappear

The IDKids group, which manages the branches Okaïdi, Obaïbi, Jacadi, Oxybul éveil et jeux, Rigolo Comme La Vie, Bubble and also N’JOY, has just announced its restructuring plan. On the agenda: elimination of 311 positions and repositioning of stores around Okaïdi, as well as the new Okaïdi+ concept which will bring together childcare, children’s fashion and toys.

The massacre of French average fashion continues, inexorable. If it were mainly women’s clothing, perhaps it would start to affect the children’s sector too. In any case, this is what we can ask ourselves by looking at what is happening with IDKids (and its subsidiaries Okaïdi, Obaïbi, Jacadi, Oxybul éveil et jeux, Rigolo Comme La Vie, Bubble, N’ JOY).

IDKids and Oxybul Éveil et Jeux are released, the IDkids group wants to launch Okaïdi+

In reality, it is to remain strong in clothing and its toys that the group formed around the Okaïdi brand (founded in 1996 under the name Camaïeu Enfant), abandoning the distribution of competing brands, through its new concept: Okaïdi+. No, it’s not a new streaming platform for little ones (could that be great? Although you should pay attention to your screen time, of course), but shops that bring together childcare, children’s fashion and toys. Which could also shed light on the group’s many brands.


The IDKids and Oxybul Éveil et Jeux stores (52 stores in France and 76 stores in Europe and Morocco) will thus become Okaïdi+ hybrid stores offering childcare, children’s fashion and children’s toys. And of the 943 Okaïdi stores (of which 351 in France), 70 will also become Okaïdi+.

This renovation ongoing until 2025 for “ compensate for a slight drop in profitability » could result in the elimination of 311 positionsthe business media report The echoes. That is, approximately 10% of the group’s total workforce of 2,253 employees. Because the fashion industry is not child’s play.


Listen to Apéro des Daronnes, Madmoizelle’s show that aims to break down taboos on parenting.


Source: Madmoizelle

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