Okaïdi, famous children’s clothing brand, announces that it is seeking legal redress for its activities in France

The massacre continues. The IDKIDS group, which notably owns the Okaïdi children’s clothing brand, announced on Tuesday that it was requesting placement in receivership for its activities in France, where the group employs 2,000 people.

A hearing will take place on February 3 before the commercial court of Lille Métropole, IDKIDS added to AFP. This request concerns the Obaïbi brands (for 0 to 3 year olds), Okaïdi (3-14 year olds), Oxybul (learning games) and the IDLOG logistics platform, but not the Jacadi brand also owned by the group, the latter specified in a press release.

This request does not concern “the foreign subsidiaries and all of the group’s franchises”, underlined the latter.

An “hourglass effect”

Okaïdi, the historic brand of the group whose headquarters is based in Roubaix (North), achieves a turnover of 600 million euros worldwide, including 300 million in France, a spokesperson for the group told AFP. As a whole, the IDKIDS group is present in 70 countries, where it achieves a turnover of 800 million euros and employs 6,000 people.

The group explains in a press release that it is the victim of an “hourglass effect”: the “premium segment” of the sector on the one hand and low-cost and ultra-fast-fashion on the other are holding up well, while mid-range brands, of which Okaïdi is a part, are experiencing difficulties.

IKKS, Camaïeu, Kookaï…

“Okaïdi-Obaïbi have for several years been under pressure from costs and competition (low-cost generalists, fast-fashion, second-hand) which have had a significant impact on the brand’s results in 2025,” indicates IDKIDS. “Okaïdi must evolve its operational model and reaffirm its uniqueness to remain competitive,” continues the group.

Many French ready-to-wear companies have experienced difficulties in recent years: IKKS, Camaïeu, Kookaï, Gap France, Jennyfer, André, Comptoir des Cotonniers, Princesse Tam Tam, Kaporal…

After the difficult transition to online sales, Covid-19, inflation and now competition from second-hand and ultra-ephemeral fashion, activity in the clothing/textile sector fell by 1.3% in 2025 and by 8.5% since 2019, according to the French Fashion Institute (IFM).