Marseille-based Jott, a premium down jacket specialist controlled by L Catterton fund since 2021, experienced rapid growth before collapsing in three years. On December 18, the Marseille commercial court placed it in judicial recovery with a six-month observation period. This case highlights challenges in French ready-to-wear, though Jott stands out for its contemporary appeal.
Controlled by the L Catterton investment fund since 2021, Marseille-based Jott established itself as the French king of premium down jackets. Its rise was meteoric, but it collapsed in just three years, weighed down by excessive debt and overly hasty expansion.
On December 18, just days before Christmas, the Marseille commercial court ordered Jott's judicial recovery, with a six-month observation period. "Jott is the story of the frog that wants to make itself as big as the ox. What a waste!", says Renaud Montupet, partner at strategy firm BCG.
In a ready-to-wear sector plagued by troubles, Jott joins a long list of struggling brands. Last year, labels like IKKS, Naf Naf, Princesse Tam Tam, Comptoir des Cotonniers, and Zapa entered judicial recovery, while Kaporal and Jennyfer were liquidated. Yet Jott differs: it is not an aged brand that lost its identity, like Naf Naf, but a dynamic company that failed to manage its growth.
This setback underscores the pitfalls of rapid expansion in fashion, where debt and competitive pressure can lead to a sudden fall.
