Burton of London brand name bought by French businessman Nessim Haddouk

Men’s and women’s fashion retailer Burton of London was owned by French businessman Thierry le Guénic between 2020 and 2024, and was liquidated by order of the Paris trade court on February 13, leading to the loss of 200 jobs. The French chain’s assets are now being sold piecemeal, and the brand name has been acquired by businessman Nessim Haddouk, co-founder of Phone Recycle Solution, who has announced he bought Burton of London’s brand name with a view to relaunching it. The value of the transaction was not disclosed.

Contacted by FashionNetwork.com, Haddouk, a customer of the chain, said he is “ready to revive it” and to maintain its style. He still hasn’t decided which strategy to adopt, but said he is currently meeting with potential distribution partners. He also stated he is in contention for buying Burton of London’s inventory.

In 2017, Haddouk co-founded Phone Recycle Solution, a company that reconditions used smartphones and is collaborating with retailers like Free, SFR, Veepee and Carrefour. Last year, he began introducing retail corners selling low-cost consumer goods and apparel in supermarkets. For example, at several Carrefour branches, where he has opened a number of corners called Meilleur. Haddouk is also acting as intermediary on behalf of partner factories, supplying low-cost goods to other French retailers like Noz. “In some way, I’m competing with [Dutch discount store chain] Action,” said Haddouk.

Haddouk defined himself as a “solid” businessman, and is planning to buy other struggling brands in the ready-to-wear and fashion accessories sectors. In the meantime, he said he has recently signed various licence agreements, notably with Kaporal (for socks and underwear) and Lulu Castagnette.

Following its liquidation, Burton of London still has other assets to sell. Among them, 51 stores in France that are currently looking for buyers, and have until March 22 to file a recovery plan with the court.