Since October 2024, the Paprika brand has experienced a true revival, which is characterized by a clear and ambitious strategy: becoming the reference in the field of women’s fashion that is accessible to size 54.
The brand is active in Belgium, France, Luxembourg, the Netherlands and Germany and has a solid network of 89 stores, all ideally located in large shopping centers and AAA-Winkel streets.
Paprika made a strong strategic choice: give up the cassis brand and focus exclusively on peppers. This repositioning clarifies the identity of the brand with regard to plus-size fashion, with a strong promise: offering ample availability to measures in the store and online, with a larger stock in large sizes, which are normally limited in the current market supply.
A renewed fashion offer that appeals to all generations
Paprika has developed its collections. In addition to the ‘historical’ lines that were at the basis of success, the brand now also offers contemporary, younger pieces, designed for a new clientele who is looking for style, comfort and inclusiveness. All collections are designed and selected in Belgium, specifically for people with a size lake, where special attention is paid to materials, cuts and colors.
A new visual identity and a renewed e-commerce site
This renewal is accompanied by a new logo, symbol of a brand on the move, which will gradually appear over the entire network. In April 2025, pepper also launched a new e-commerce site that was more modern, more intuitive and dynamic and was completely in line with the desire to be Omnichannel and to be close to all its customers.
A new energy shared by all teams
This new development phase is led by dedicated and enthusiastic teams and is intended as a new beginning, based on listening to customers, inclusiveness and a passion for fashion.
Paprika profiles itself more than ever as a specialized and expert brand, which is resolutely focused on the future.
