2023-06-30 06:36:14
Costume designer, Simon Benharrous opened his first store in 1987. First called “Tout autre chose”, the brand would become “Du Pareil au meme” a few years later. JULIE SEBADELHA / AFP
Appearing in the 80s, the two leading children’s fashion brands first evolved into rivals before finding themselves united under the banner of the “Générale pour l’Enfant” group.
Four decades that they carve out a place of choice in the cupboards of children and newborns. French brandsSergent Major» et «Just more of the same» are however today in the red. The first was placed in receivership on Wednesday, while the second is in the process of being saved. Formerly competitors, Sergent Major et Just more of the same have been united since 2016 within the Générale de l’Enfant (GPE) group, a flagship of children’s fashion that has become a giant of French ready-to-wear.
The story begins in the 1980s, the golden age of French textiles. Naf Naf, Kookai, Pimkie… successes are multiplying, giving rise to entrepreneurial vocations. Designer of theater costumes, Simon Benharrous opened a first point of sale in 1987, called “Everything else“. The success of this shop gave birth, a few years later, to Du Pareil au Même (DPAM). Taking the opposite view of his competitors at the time, Simon Benharrous bets on a fashion…
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