Notre boutique ouvre ses portes!

Our store is opening its doors!

Dear friends,

The great success of our 5 weeks at BHV Marais Homme made us realize more than ever how much we love introducing people to Absolute Merino and putting faces to your names. A big thank you to everyone who came to see us!

It is therefore with great pleasure that I inform you of the opening of our very first permanent store.

It is located at 20 rue Saint-Claude (Paris 3rd), a stone's throw from rue de Bretagne and rue de Turenne. Marine, Mehdi and I will be happy to welcome you there today, from Tuesday to Saturday, 11 a.m. to 7 p.m.

Rue Saint Claude, you can also discover the magnificent glasses from the new brand The Wild Folks. Your summer look will be perfectly on point because we share with our friend Sébastien, its Italian founder, a passion for high-quality natural materials and for relaxed and timeless elegance.

We look forward to seeing you there!

Kind regards,

Stéphane and the Béni team

June 25, 2021 — Stéphane Pinatton
Il l'a bien mérité

He deserved it

Dear friends,

It's time to find a Father's Day gift.

A good opportunity to introduce him to elegant clothes in which he will feel fresh all day long, even in the middle of summer. A double pleasure in short.

But which Blessed do you choose? It all depends on your tastes of course, but also on your body type. If your Dad has a bit of a belly for example, a shirt will suit him better than a t-shirt...

Any doubts about the size or model? Do not hesitate to contact us by email at, leaving us your number. We will be happy to call you to advise you. If you send us a photo of him and his approximate height and weight, even better.

You can order your Béni today or tomorrow to receive it before the end of the week. If you are Parisian you can also come see us at BHV Marais homme, but everything may not be available on site.

See you soon I hope!

Kind regards,

June 14, 2021 — Stéphane Pinatton
Nouvelle saison, nouveau chapitre pour Bénî

New season, new chapter for Béni

Dear friends,

The news is busy in Béni today.

I'm very excited to raise the curtain on 7 new models!

First of all, we offer you a new fine jersey, with a lightness, breathability and softness that surprised us ourselves. We have declined this magical fabric into 2 new chic and casual summer models: the Wendon shirt and the Elliott short-sleeved polo shirt.

We have also released our Hopkins casual shirt in 3 new checkered patterns, just as original as it should be.

The Dunedin shirt (classic collar) is also now available in a new pattern: a superb sky blue houndstooth. The result is almost that of a plain blue, but brighter. Since true plain blue wool is a little dull, we made this choice, more luxurious and slightly bolder.

Finally, we offer you a new variation of our flagship, the Fairlie Polo shirt, in a light and bright heather gray.

You will be able to discover these models on our new site, illustrating better than ever our purpose since our launch 2 years ago: sharing the double pleasure of wearing elegant clothes, distinguished by their careful details, and cut in a material with incomparable comfort, Absolute Merino.

If you are Parisian, you can come and try these new models at our Pop-up store at BHV Marais Homme until June 22 (open Sunday). And very soon at another address, this one permanent, which we will reveal to you in the coming days...

See you soon I hope!

Kind regards,

June 09, 2021 — Stéphane Pinatton
Bénî est au BHV Marais Hommes jusqu'au 22 juin

Béni is at BHV Marais Hommes until June 22

Dear friends,

I am happy to invite you to come and discover our first Pop-Up Store in a Parisian department store, at BHV Marais Homme.

You will see, in preview, several new products: a polo shirt and a shirt in a new jersey ideal for summer, new variations of our Hopkins shirt, the first Dunedin shirt without stripes, and many other things!

These models will of course also be available shortly in our online store. We can't wait to show them to you.

We will be happy to welcome you every day from 10 a.m. to 8 p.m. (11 a.m. to 7 p.m. Sunday) at BHV Homme, 36 rue de la Verrerie, 75004. We are on the ground floor, impossible to miss us!

See you soon I hope!

Kind regards,

May 20, 2021 — Stéphane Pinatton
Lawrence, un polo vraiment pas comme les autres

Lawrence, a polo shirt truly unlike any other

Dear friends,

At Béni we choose a limited range, made up of models of which we work on every detail. We also try to go beyond the basics to offer you pieces that do not exist on the market. This is why each new product is a small event for us...

I am therefore happy to present Lawrence, our new polo shirt with a stand collar. An absolutely unique model in merino wool.

We have chosen this collar that is both chic and casual so that you will want to wear it in all circumstances, summer and winter. Worn alone, it opens elegantly, under a round-neck sweater or a jacket it stands out subtly.

We took the idea of ​​the polo shirt from the Fairly polo shirt but we adapted it to Lawrence's more casual style: more flared cut at the top, rounded polo bottom, nice pocket,....

Lawrence is available in two new colors: matte dark khaki and matte light beige.

For the buttons, as always, we have chosen the finest natural materials: real horn for khaki and Madagascar mother-of-pearl for beige.

You won't necessarily see it at first glance, but we've also done a lot of work on the finishes to make them more impeccable and robust than ever.

This little marvel is on sale today for €145.
January 12, 2021 — Stéphane Pinatton
Pop-up Store de rentrée avec les lunettes the Wild Folks

Back-to-school pop-up store with the Wild Folks glasses

Dear friends,

Once again, we wish you all the best for this new year 2021! The period we are experiencing is dramatic, and I hope that you were able to get through it without too much difficulty.

At Béni in any case, we remain optimistic and are working hard to ensure that this year is rich in new products, events and meetings.

To start off right, we are pleased to welcome you from Tuesday to our back-to-school Pop-up store! Meet in Paris in the 3rd at 98 rue de Turenne from Tuesday 12th to Sunday 17th inclusive.

There you will be able to discover Lawrence, our new polo model that we have been working on for a year and of which we are very proud. We will reveal it to you tomorrow... and you will of course be able to try our other models for men and women.

You can also benefit from great discounts on our end-of-stock models. We don't have sales at Béni so it's a unique opportunity to do business.

We are organizing this event with our friends The Wild Folks, a very young brand of sunglasses and prescription glasses that we love. Sébastien, its Italian founder, is passionate about beautiful frames, but also about wildlife. Its glasses are therefore manufactured in an ultra-responsible manner and they help fund wild animal protection organizations.

We share these values ​​and will therefore donate 10% of profits from in-store and online sales to these associations next week.

Don't hesitate to come see us on Tuesday. there will be something to snack on if you stop by at lunchtime or after work.

Looking forward to seeing you this week!

Kind regards,

January 10, 2021 — Stéphane Pinatton
Découvrez la Cagnotte Bénî

Discover the Béni Potion

Dear friends,

In just 2 years, many of you have already returned after purchasing your first Béni (Jean-Baptiste, Guillaume and Quentin, a big thank you for your 7 orders...!). Many took the time to write a review or introduced Béni to their loved ones.

This loyalty means a lot to us and gives us confidence in the future! So we looked for a system to finally thank you properly.

It's done! Since this morning you can discover, at the bottom left of the site, the Béni Cagnotte.

If you click on the little sheep you will see a module appear which allows you to create your kitty and thus be able to receive credits to use at Béni.

How to earn these credits? Nothing's easier:

1. By referring your friends: you were already talking about us, we will now be able to thank you for that!

2. By returning to us for new orders. Loyalty pays!

Before placing your next order, don't forget to create your little prize pool :)

Kind regards,


How does the Pot work?

Create or activate your customer account

You can create/activate your account either through the module (bottom left) or on the customer account page (top right).

Earn credits by referring your friends

Once your fundraiser is activated, you will be able to copy and send a personal referral link to your friends. They will benefit from a €10 discount on their first order (the lucky ones) and you will also receive a well-deserved €10 in your kitty.

Earn credits thanks to your loyalty

From now on, as soon as you place an order of €150 or more, you will receive €20 credit!

That's not all! When you have accumulated 400€ of purchases you will receive 30€ of credits and 60€ more when reaching 800€...

And this retroactively! On your next purchase you will benefit from credits corresponding to the cumulative amount of all your previous orders.

Take advantage of your credits

In the same way as a promo code, copy your prize pool code when paying for your purchases to use your credits.

December 08, 2020 — Stéphane Pinatton
La chemise déconfinée

The deconfined shirt

Dear friends,

Good news, we are starting to see the gradual end of a long period of living in slippers! On the other hand, we will have to get dressed... But should we therefore give up comfort?

At Béni, we are convinced of the opposite! The Dunedin shirt, the model you have chosen, solves this dilemma perfectly. What's more, if you no longer know how to use your iron, no problem: a little steam is enough and it won't crease all day.

We are therefore happy to announce the release of a new version of the Dunedin in beautiful, elegant and contemporary gray stripes.

Another scratch? It is indeed a pattern that we appreciate for its timeless simplicity and which has the merit of refining the silhouette. As plain white and light blue are not yet well developed in 100% merino wool (tests in progress...), it is, in our opinion, the ideal choice for a shirt that is easy to wear and match, whether either under a sweater or jacket.

With each new version we also try to perfect the cuts. We therefore reworked the collar and widened the forearms.

This new variation is available today from XS to XXL in standard length and long length (4cm more).

Kind regards,

November 27, 2020 — Stéphane Pinatton
L'hiver au soleil

Winter in the sun


Dear friends,

This winter we are choosing optimism and sunshine by offering you 2 new colors that will warm up your confinement: a light beige that smells of warm sand and a magnificent deep and elegant khaki green that will make you want wide open spaces.

A year ago we asked you about your wishes. In the meantime there was Covid... but the result is finally here!

In order to make these colors even warmer, we have developed with Reda, our Italian partner, a unique matte finish in merino wool.

You can now discover these new colors available in the Heron t-shirt. If you like them, be careful our quantities are limited...

New models will follow for men before Christmas, and for women at the start of next year. I'll tell you more soon...

Kind regards,


November 18, 2020 — Stéphane Pinatton

Béni: how to be effortlessly elegant according to Le Figaro

November 16, 2020 — Bénî Bénî
Le polo Fairly est enfin de retour en stock!

The Fairly polo shirt is finally back in stock!

The ideal polo shirt?

Dear friends,

Many of you asked us to restock it. Production took (much) longer than expected due to the crisis, but we are finally here: our Fairly polo shirt is available again from XS to XXL in charcoal gray and navy blue!

If we love this polo shirt (or popover shirt more precisely) so much it is of course because it is 100% Absolute Merino wool. But also because it perfectly embodies this relaxed and timeless elegance that we assiduously seek at Béni. Luxurious while remaining discreet, fitted but ultra-comfortable, it will dress up all your winter and summer outfits without ever going unnoticed.

Robust and easy to maintain (no ironing necessary) it will also be a faithful travel companion and a very good partner for sports such as cycling, skiing, walking or golf for example.

In short, this polo shirt may well become your new uniform, as is the case for me!

Kind regards,


June 30, 2020 — Stéphane Pinatton
Pour la Fête des Pères offrez notre nouvelle E-carte cadeau 🐏

For Father's Day, offer our new E-gift card 🐏

Did he deserve it?

Dear friends,

Of course he deserved a great gift for Father's Day!

If you haven't yet found what will make him happy, good news: you can now offer him a Béni e-gift card .

No more stress about delivery dates or model, size or color errors: you will be sure to be on time and on target.

Happy Day to all Dads!

Kind regards,


June 19, 2020 — Stéphane Pinatton