LOS ANGELES — Whether it’s a nod to Americans’ backlash against the French or a result of its new business enterprise, Bisou Bisou’s owners have changed the name of their stores to “Here.”
Bisou Bisou means “Little Kiss” in French. While the store name will change, the label on the clothes will be Bisou Jeans.
Marc and Michele Bohbot, owners of the contemporary brand based here, had said the company’s stores would close when it signed an exclusive distribution pact with J.C. Penney Co. announced in December.
For now, the units sport a new inventory mix of Bisou Jeans as well as other labels, including True Meaning, Morgan de Toi and Blue Cult. There’s also an extensive offering of Halé-Bob contemporary clothing, a two-year-old Los Angeles brand begun by Marc Bohbot’s brother, Daniel.
At its height, Bisou Bisou had 23 stores, but the portfolio shrank when the company’s retail operation filed for Chapter 11 reorganization last year. Bisou Bisou’s volume at the time of its agreement with Penney had hit $80 million, which included wholesale, retail and licensing revenues. So far, the maker has kept seven doors in top-tier locations, such as San Francisco, Beverly Hills, Boca Raton, Fla., and New York’s SoHo district.