The Paprika brand has been experiencing a real revival since October 2024, shaped by a clear and ambitious strategy: the yardstick for women’s fashion up to size 54 or
The brand is represented in Belgium, France, Luxembourg, the Netherlands and Germany and now has a solid network of 89 shops, all of which are ideal in large shopping centers and AAA shopping streets.
Paprika has made a strong strategic decision: to give up the Cassis brand and only focus on peppers. This repositioning illustrates the identity of the brand in the area of oversized fashion and promises a strong promise: to offer great availability in business and online, with an increased stock of large sizes that are usually limited in the current market offer.
A newly designed fashion offer that appeals to all generations
Paprika has further developed its collections. In addition to the “historical” lines that have justified their success, the brand now offers more modern, younger pieces that have been designed for a new clientele that attaches importance to style, comfort and inclusivity. All collections are designed and selected in Belgium especially for large body sizes, whereby special attention is paid to materials, cuts and colors.
A new visual identity and a newly designed e-commerce site
This renewal is accompanied by a new logo, the symbol of a brand in motion that will gradually appear throughout the network. In April 2025, Paprika also started a new e-commerce website that is more modern, more intuitive and dynamic and fully embodied the company’s desire to be omnican and close to all customers.
A new energy that all teams share
Under the direction of committed and enthusiastically teams, this new development phase is designed as a new beginning, which is based on listening to customers, inclusiveness and a passion for fashion.
Paprika is becoming more establishing itself than ever as a specialized, competent brand that decided to look into the future.