2025 in review and our vision for 2026

As I do every year, I take up the difficult exercise of writing a review, almost a year to the day after the 2024 review.

2025 is a year that began in a complicated position for us, as we were in receivership. But that doesn't mean that the Bonnegueule adventure has come to an end - in fact, quite the opposite!

And we are out of receivership: in June 2025.

My thoughts also go out to all the employees of clothing brands going through receivership, such was the harshness of 2025 for our sector. I'm thinking of Jott, From Future, Balibaris and Atelier Particulier, all of whom are currently struggling.

So it was that we were bought out by a family office in June 2025, and we thank our buyer once again for continuing to believe in the brand, our products, and our community (it was one of the first things he noticed when he took an interest in our case).

I was very reassured to see that he really understood Bonnegueule, the importance of European manufacturing and fabrics with a history, the role of content in our strategy, and so on.

As soon as the takeover was finalized, I took the floor on our Discord in a voice room to answer your questions. We also discussed the takeover in a live Youtube broadcast, and I'd be happy to comment on this article or send you a private message if you still have any questions on the subject.

The challenge for 2026 is to return to profitability (incidentally, we halved our losses in 2025), and that's when the full effect of the reduction in our costs should be felt. It's a delicate balance to strike between economic frugality and well-chosen actions to revive and develop the brand.

Because, yes, we do intend to continue bringing out beautiful new products, Italian and Japanese fabrics, and above all... to continue exchanging with you (I'll come to that in a moment).

2026 should also be the year when we (re)take the time to reflect on the Bonnegueule brand, its direction, its raison d'être, because we've evolved a lot in recent years. We've already started a few "branding" workshops led by Louis, our general manager. We've got other things planned (and you'll be asked to contribute), and I'll tell you more when the time comes.

In a year's time, the 2026 review promises to be interesting!

Louis also wanted to write you a few words:

"I'd like to thank our community, customers, readers and friends of the brand for following us again during 2025.

It's for you that we work every day with ever greater enthusiasm. We design a contemporary wardrobe around fabrics that have texture, just the right amount of fall, and offer a high level of everyday comfort.

We work meticulously with our partner workshops to develop these garments, producing them in manageable quantities. I have a special thought for the Bonnegueule team who deploy all their energy and passion to implement our mission: to create the style that accompanies you in the moments of life that matter most."

Louis de Saint Michel, Bonnegueule CEO

Our site is just like Bonnegueule: it lives and evolves with new technologies... and your feedback. And we finalized some features in 2026.

2025 was the year we launched our second-hand site, because we realized that our clothes were highly valued on second-hand sites. The site is operated by Nopli, a reputable player in the management of second-hand sites for brands in our universe.

It also enables us to offer for sale prototypes or barely-worn pieces, such as those used for shoots.

There are lots of nuggets at very affordable prices, with regular "drops" of new items, so take your time browsing.

We've also set up a communication channel via Whatsapp.

This channel has been designed as a privileged access to news and commercial operations. It's also an easy way to track your orders.

If you haven't signed up yet, join us by clicking here.

And if the opening rates are anything to go by, it's a way of communicating that you really like!

This is our next step in building sustainable fashion: to offer our customers the opportunity to have their Bonnegueule parts repaired in a workshop located in the Paris region, in collaboration with a partner who puts insertion and reinsertion at the heart of its business model.

As soon as the offer is more structured and planned, I'll tell you more in a few weeks.

When I think of our Discord, only one word comes to mind: THANK YOU!

It's still our main platform for live exchanges with you, and it's a real pleasure for David and me to answer your questions directly, unveil previews of parts, discuss a technical detail and sometimes communicate about the company, even in its difficult moments.

For example, when Bonnegueule was acquired in mid-June 2025, it was primarily in a voice chat room (it's a function that allows you to make a group call) on our Discord that I broke the news and answered your questions.

And really, our Discord reminds me every day how much I value the community aspect of Bonnegueule. In a parallel universe, if I had to start another brand, creating a Discord would be one of my first actions without hesitation.

To join us, go to .

At the beginning of the year, Louis, our CEO, asked me to carry out an interesting exercise: to think of actions to further enrich and enhance it, and I've already got some ideas, as our best customers are on this platform and interact a lot. I'm still digging into the results of this analysis, and there are some elements I'll be sharing with you.