NO PUBLIK: A brand that has (re)discovered its audience

From provocation to acclaim: the unique story of a bold brand.

(By Grégoire TERRIER, Marketing Director – Dutexdor Group)

The story of a brand born out of a moment of madness

Behind every iconic brand lies a memorable story. For No Publik, it all began at a party where boldness took precedence over restraint. Jean-Marc Terrier, CEO of the Dutexdor Group, and a member of his family, galvanized by the festive atmosphere, took to the stage to perform a few classics. Faced with an unresponsive audience, Jean-Marc exclaimed:"We don't have an audience? Who cares! We are No Publik!"

The next day, while some memories had faded, the name remained. Immediately registered, it became the banner of a brand that, since 2011, has embodied a free, rebellious, and nonconformist spirit.

A meteoric rise in the world of textiles

Initially dedicated to boxer shorts for teenagers (aged 13-17), No Publik quickly established itself thanks to the Dutexdor Group's expertise in textile design and sourcing. Its strong DNA, combining provocation and accessibility, immediately appealed to the Auchan purchasing group.

But it is mainly thanks to a powerful communication strategy that the brand is gaining recognition:

  • Iconic photo shoot at the Bus Palladium
  • Exclusive partnership with MTV for private concerts
  • Featured in Jason Derulo's music videoWiggle Wiggle(over 1 billion views)
  • Sponsorship of artists and rock festivals (Skip The Use, Rock The Pistes)

These initiatives make No Publik a desirable, trendy, and essential brand in the supermarket market.

When success leads to dispersion

Buoyed by its rise, No Publik multiplied opportunities... until it strayed from its original DNA. Gradually, its identity became diluted:

  • Sponsorship in Ligue 1 (LOSC, Evian Thonon Gaillard)
  • Development of a men's textile range
  • Launch of No Publik Sport for women
  • Continuous advertising on NRJ12

The brand continues to grow, but is losing consistency. By constantly adapting to every demand, No Publik is spreading itself too thin. In 2024, the conclusion is clear: the brand image has become blurred. It's time to get back to basics.

2025: No Publik is reborn and returns to its roots

The Dutexdor Group is undertaking a complete overhaul to reposition No Publik as the leading lifestyle and accessories brand in supermarkets.

Fundamental work is being carried out:

  • New logo and visual identity
  • Clear and structured brand book
  • Collections refocused on a rebellious, urban DNA

With this new momentum, No Publik reaffirms itself as a bold and authentic brand, ready to win over a new generation of consumers.

No Publik, stronger than ever. And this time, the audience is definitely there.