Bonton's 25th Anniversary: A New Direction in Children's Fashion
Parijs, donderdag, 3 juli 2025.
The renowned children’s clothing specialist Bonton is preparing for a spectacular 25-year milestone with a strategic repositioning. Under the leadership of the Zannier group, the brand plans a prestigious fashion show at the iconic Palais de Tokyo, rediscovering archived collections and honouring collaborations with prominent artists. The celebration marks not only a look back at the past, but also the launch of an ambitious growth strategy with a new Parisian boutique, renewed focus on regional markets, and international expansion plans. This strategic shift promises to significantly strengthen Bonton’s position in the children’s fashion industry.
Anniversary Celebration at Palais de Tokyo
On Wednesday, 17 September, Bonton will celebrate its 25th anniversary with a renowned fashion show at the Palais de Tokyo. The event, taking place in the lead-up to the official anniversary celebration in 2026, promises to be a unique retrospective, with a special focus on archived collections and collaborations with prominent artists and personalities [1].
Strategic Repositioning
Under the leadership of Olivier Prudhomme, CEO of Bonton, the brand reveals an ambitious growth strategy. The plan includes opening a new boutique in Paris, returning to regional markets, and significant export ambitions. This strategic shift is supported by the Zannier group, which is guiding the brand’s repositioning [1].
Special Partnerships
As part of the anniversary celebration, Bonton announces a special partnership with Palais de Tokyo, resulting in an exclusive joint collection. The upcoming runway show will not only honour the brand’s history but also reveal numerous surprises for fashion enthusiasts [1].