Smallable

Smallable
IndustryE-commerce
Founded2008
FounderCécile Roederer and Pierre Rochand
Headquarters
Paris
,
France
ProductsFashion, furniture, deco, toys, beauty
Revenue75 million euro (2023) Edit this on Wikidata
Number of employees
90 (2023) Edit this on Wikidata
Websitesmallable.com

Smallable is a French company that specialises in the sale of fashion and home décor products for families. The company primarily operates via its e-commerce website. The site features approximately 900 designers.[1]

History

Smallable was founded in Paris in 2008 by Cécile Roederer and Pierre Rochand[2] as an online concept-store dedicated to products for children.[3] The website also offers an online magazine[2] and publishes a birth guide each year. The company targets "digital mums" who have strong purchasing power, with an average order value of nearly 150 euros.[4] The company's activity is tied into a societal trend where adult and children's styles are blurred and where the Consumers themselves share their family experiences.[5]

In 2010, 2 million euros in funding was raised with Alven Capital, primarily to expand into the international market.[6]

In 2013, the brand widened their fashion and décor offering to include products for teenagers.

In 2015, their first boutique opened in Paris.[7] The same year, a second fundraising of 5 million euros was announced.[8]

In 2016, the company began including women's fashion and design into their catalogue,[9] while also launching their own in-house brands.[10]

In 2018, 90% of their turnover was made online, "of which nearly two thirds were generated outside of France"[11]

References

  1. ^ De La Horie, Marine (18 June 2019). "De la mode junior à un concept majeur". lepoint.fr.
  2. ^ a b "Paris : chez Cécile Roederer co-fondatrice de Smallable". MilK. 7 January 2019.
  3. ^ Pouliquen, Katell (1 September 2008). "Des griffes enfantines de plus en plus in". lexpress.fr.
  4. ^ "Smallable, le concept store chic qui séduit les " digital moms "". Les Echos. 6 March 2019.
  5. ^ "Vêtements, jouets, déco… l'univers enfant prospère". Le Monde.fr. 25 January 2019.
  6. ^ "L'e-commerçant Smallable lève 2 millions d'euros". www.journaldunet.com. 15 December 2010.
  7. ^ Chardenon, Aude (26 December 2015). "Une première boutique physique pour Smallable". lsa-conso.fr.
  8. ^ Fredouelle, Aude (8 June 2015). "Confidentiel : Smallable, e-commerçant dédié aux enfants, lève 5 millions d'euros". journaldunet.com.
  9. ^ Rezzoug, Leslie (1 October 2016). "Mode enfant: Smallable, la marque qui monte". lexpress.fr.
  10. ^ "Communauté de biens Smallable lance sa marque de linge de maison". milkdecoration.com. 14 September 2017.
  11. ^ Lentschner, Keren (28 February 2018). "Dix ans après sa création, la PME de Cécile Roederer s'agrandit". Le Figaro.fr.

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