Roseanna, the renowned Parisian brand specializing in high-quality women’s ready-to-wear, has encountered significant challenges since the onset of the health crisis. Consequently, on November 8, the Commercial Court of Paris placed the brand in receivership. The primary objective for Roseanna now is to secure potential buyers who can ensure the long-term sustainability of the brand and revitalize its expansion plans.

One of the pivotal obstacles that Roseanna faced was the unfortunate timing of opening several stores in Paris in 2019, just before the “yellow jacket” movement and the global pandemic. As a result, the neighborhoods where these stores were located, such as Saint-Germain-des-Prés, faced an exodus of locals and tourists, leading to a significant decline in retail activity and thwarting the brand’s growth objectives.

Additionally, Roseanna is burdened with the repayment of a state-guaranteed loan (PGE) granted in 2020. The increased loan repayments have strained the brand’s finances, further exacerbating its challenges. Moreover, external factors like the emergence of the Omicron variant, the ongoing war in Ukraine, and the persistent issue of inflation have compounded the brand’s struggle, dampening hopes for a recovery in 2022.

Currently, Roseanna operates with a staff of 25 individuals and runs seven points of sale, including four boutiques in Paris and Lyon, as well as three corners at Galeries Lafayette Haussmann, Printemps Haussmann, and Bon Marché. Additionally, the brand has established a network of approximately 150 multi-brand retailers that distribute its products. Wholesale accounts for 50% of the brand’s overall activity, while retail and online sales contribute equally, each making up 25%.

Considering the receivership, the court-appointed administrators are actively seeking potential buyers for Roseanna. Interested parties are invited to submit their offers until November 30, 2022. The brand has already engaged with several candidates interested in a comprehensive acquisition of the company. The aim is to finalize a deal before the year concludes and present the winter 2023 collection in January.

Despite the challenges facing Roseanna, the brand remains committed to an eco-responsible approach. Its garments are produced in Europe, with 10% of the production occurring in France, India, and Tunisia. The brand has also explored pre-ordering and successful collaborations with other fashion brands, like the recent partnership with Pyrenex. This collaboration has proven fruitful in both wholesale and retail sectors.

Looking ahead, Roseanna intends to focus on accelerating its online sales, which have consistently doubled each year for the past four years. The brand also recognizes the indispensability of multi-brand retailers and aims to expand its presence in this domain. Between 2021 and 2022, Roseanna achieved a remarkable 50% growth in wholesale revenue, accomplished through the opening of new accounts and an increase in the average retailer basket. The brand has already made headway into the Scandinavian market and perceives immense potential for further expansion in the United States, China, and South Korea.

Roseanna has previously received support from Bpifrance in 2015 and secured investment from Vog, led by Dan Arrouas, in 2019. According to the published tender, Roseanna generated a turnover of 5.7 million euros in the fiscal year ending in March 2022, accruing a net loss of 973,000 euros. With the search for new buyers well underway, Roseanna remains optimistic about its future and confident in the enduring desirability of its brand.

For more information on Roseanna, please visit the official website: https://roseanna.fr/.