Patrick Stassi, CEO of Kiabi, proudly unveiled the French giant's 2025 sales figures at the annual meeting with the international press, held at its headquarters in Lille. The low-cost retailer posted total revenues of €2.5 billion, representing 4% growth compared with the previous financial year. This performance was driven by the 25 million customers visiting the 648 stores across 37 countries.
There are many reasons for this growth, despite a 1.5% decline in the fashion sector in France. The CEO highlighted the new "K" logo, inspired by the brand's historic coat hanger and reinterpreted in an open form, symbolizing the strategic evolution that began several years ago. What emerged from this day of meetings and workshops was Kiabi's transition from a simple brand to a rapidly expanding platform of brands and services. In addition to the eponymous fashion brand, the company now includes the Kiabi Home line, the Kitchoun children's shoe brand, the Beebs second-hand project, the B2B label Wekrew and, on sale since this month, the newcomer Ekstract, unveiled yesterday at Kiabi Village.
Ekstract: entering the world of sports and wellness
With this new brand, Kiabi is officially entering the world of sports and wellness, dedicated not only to professionals but above all to those who simply enjoy spending time being physically active. Technical materials, flexible silhouettes, and minimalist aesthetics are the main ingredients of a collection that moves away from the codes of pure performance. Ekstract will be available in February in France, Spain, and Italy, Kiabi's top three markets, as well as in Belgium and Portugal.
True to its positioning, the average price of items is €15. The Spring/Summer 2026 collection includes tops, shorts, leggings, T-shirts, windbreakers, sweatshirts, bags, caps, and fanny packs. Clothing and accessories for men and women focused on practicality, always in line with the excellent value for money for which Kiabi is renowned. The name "Ekstract" combines the need to treat yourself to "extra" moments, freeing yourself from the clutter of everyday life.
At the same time, Kitchoun has gained the trust of parents by involving a specialist osteopath in the design of shoes recommended by the French Union for Foot Health. Wekrew, meanwhile, targets associations, schools, companies, and public bodies looking to customize a range of basic unisex clothing. Beebs takes an omnichannel approach: in-store, dedicated solutions allow customers to drop off their second-hand items and convert them into purchasing power.
New services and rollout of the "Kolors" concept
"Our services are being strengthened with the 'En Famille +' subscription and the 'Kolors' store concept, which will be rolled out in 2026. We have also volunteered to implement environmental labeling on our product sheets in order to provide information on the impact of consumption and enhance the customer experience," explained Patrick Stassi.
He was referring to the loyalty program launched in 2024, which already has more than 11 million members. This program expanded last year, starting in France, where, for €15 per year, customers choose a favorite department (women's, men's, children's, or baby's) to receive a permanent 10% discount, as well as a 5% discount in other departments, both in-store and online. The "En Famille +" program has already attracted 140,000 members.
The Kolors concept, which has been active since 2023 through various pilot phases in France and abroad, involved 14 stores between 2023 and 2025. These successive stages made it possible to incorporate feedback from field teams and customers, refine the concept, and make it fully industrializable. The end of 2025 marks a key milestone with the launch of the first orders, paving the way for gradual implementation across the entire network starting in 2026.
The CEO has repeatedly emphasized the growing importance of multichannel retailing, citing the success of the new Kiabi app, which has already been downloaded more than 3 million times. Among the new features is "E-reservation," a free service that allows customers to reserve items available in store online, try them on before buying, and pay only after trying them on, with no advance payment required. Kiabi claims to be the only fashion retailer to offer this service.
CSR commitment and inclusivity
Through the Kiabi Foundation, the French company is attempting to restore confidence in young people affected by social, educational, or psychological vulnerabilities. Among its initiatives is a partnership with L'École des XV, which uses rugby as a lever for social inclusion and academic success. In terms of sustainability, in addition to the second-hand program, the partnership with Organic Cotton Accelerator guarantees traceable organic cotton from more than 24,000 regenerative farms, while also ensuring fairer pay for producers. The increasing use of single materials facilitates recycling, while the polyester used is now systematically recycled. The denim collection produced in France with the Denim Center in Neuville-en-Ferrain combines European cotton and recycled cotton.
In terms of inclusivity, the brand offers collections ranging from size 34 to 60 and develops specific lines to meet particular lifestyle needs. The "So Easy" collection is designed for children and adults with temporary or permanent disabilities. Kiabi has also developed a line of post-operative lingerie for women affected by breast cancer. Finally, in 2022, Kiabi launched its "Marketplace," an example of its diversification strategy with 230 partner brands, expanding its offering beyond its core business to target new sectors such as childcare, toys, and shoes.
Ambitions for 2026 and focus on the Italian market
By 2026, the company aims to expand its retail network with 40 new stores and 10 new shop-in-shops and marketplaces, starting with seven in Belgium, 10 in Spain and Portugal, two in Switzerland, and 20 in Africa and the Middle East. Kiabi will also enter seven new markets.
What about Italy? "In 2026, we will open two new stores and reopen the Parma store, the first to adopt the new Kolors concept," explained François Haimez, head of Kiabi's international division. "In March, a major event will celebrate Kiabi's 30th anniversary in Italy with a dedicated campaign. Italian customers have historically been very attached to the children's and baby collections, which are more in tune with your market than those for men and women."
During the day, it became clear that the Italian market is particularly challenging for Kiabi, mainly due to the constant rise of new fast fashion players, from Primark to newcomers Sinsay and Pepco. "However, we are currently stepping up our styling efforts in each country to meet the specific requirements of each market and compete with local rivals such as OVS, the current market leader."
Kiabi has more than 40 stores in Italy, almost exclusively in shopping malls. For the time being, given the reduced margins, there are no plans to open any stores in city centers after the closure of the Naples store in Piazza Garibaldi. "To respond to our competitors, we are expanding our product range to meet the needs of a larger number of potential adult customers. When it comes to kidswear, we are among the market leaders, as confirmed by the success of our Kitchoun shoe line. In terms of Kiabi Home, we are a little behind in Italy, but starting this year, we will be offering home furnishings that are no longer solely based on French size standards. The second-hand project will begin in an experimental phase in three stores. On the e-commerce side, we are very satisfied: the new application has significantly increased purchases with double-digit growth," concluded François Haimez, reassuring customers that prices will remain stable for the end customer and will not change for the same quality.