Rocher Group believes the proposed sale to Regent will help to inject new growth into Petit Bateau, however points out the project is currently undergoing consultation with employee representative bodies.
It states that no final decision will be made until the conclusion of this process, in accordance with legal requirements.
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
Rocher Group asserts that Regent has the expertise and resources to take Petit Bateau forward given it is a specialist in relaunching heritage brands such as French brand DIM, Swiss brand Bally and Canadian brand La Senza.
Rocher Group’s executive managing director Jean-David Schwartz says: “The choice of Regent reflects the Rocher Group’s desire to ensure Petit Bateau has the best conditions to pursue its long-term development.
“We are convinced that Regent will give the brand the momentum it needs to support its ambitions, while preserving the roots and identity that make it so strong. Throughout the process, we will remain at the team’s side to ensure a transition based on dialogue.”
Regent’s president Michael Reinstein adds: “Petit Bateau is a French institution, deeply rooted in Troyes, recognised for its expertise and occupying a precious place in the lives of families around the world. For over 130 years, its workshops have dressed generations with consistent quality and care.
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalData“If we are privileged to become its next custodians, we will honour this legacy by preserving what makes Petit Bateau irreplaceable: its artisanal traditions, its French spirit, and the trust that families place in each garment, so that its legacy continues for generations to come.”
Petit Bateau’s management says it plans to guide this new phase with clarity, attentiveness, and closeness.
Petit Bateau CEO Alexandre Rubin shares: “The prospect of this transfer is a powerful moment for all of us – because Petit Bateau is much more than a brand: it’s also a human adventure, a story passionately woven in Troyes and beyond, over the generations. We approach this stage with responsibility and optimism, drawing on our identity, our culture, and our local roots.
“The renewed momentum is confirmed: after returning to growth in 2024, our B2C sales will increase by +2.7% in the first half of 2025, and our e-commerce business continues to grow in France (+5.6%) and in Japan (+8.3%). This demonstrates the vitality of a beloved brand fully focused on the future.”
