What Toasty does

Toasty SAS is a French mission-driven (entreprise à mission) mobile commerce company founded in 2021 in Clermont-Ferrand, France. It operates a free iOS and Android shopping application that surfaces eco-responsible brands through a curated directory and time-limited private sales events. The company's central IP is its brand selection charter, which evaluates prospective partner brands by cross-referencing multiple independent sustainability scoring tools (Good on You, Yuka, Clear Fashion, INCI Beauty, Moralscore, BSCI) and verified certifications (B-Corp, Fair Trade, Oeko-Tex, GOTS, FSC). Toasty positions itself explicitly as an anti-fast-fashion alternative to platforms such as Shein and Temu, framing responsible consumption as a daily, gamified habit through quizzes, challenges, gifts, and push-notification-driven private sales (typically 20–30% off).

The platform targets French consumers seeking trustworthy, affordable, and engaging access to sustainable brands, with user testimonials concentrated in Paris, Lille, Lyon, Toulouse, Marseille, and Clermont-Ferrand. Per the company's selection charter, 60% of partner brands manufacture in France and 90% in Europe; 90% use recycled, upcycled, biological, or natural materials; and 40% are women-founded or co-founded. The app has accumulated 400,000+ downloads and maintains a 4.9/5 rating across stores.

Toasty monetizes primarily through commissions on sales completed during private sales events, supplemented by a referral (parrainage) program that grants existing users €5–€12 in credits per qualifying referral (up to 100 referrals, ~€1,186 maximum per user). Payments are processed through Stripe, with Apple Pay and Google Pay also supported. The company has raised approximately $1.9M across three rounds (Techstars, Bpifrance, AFI Ventures) and maintains operating partnerships with Clear Fashion, Good on You, and OffCarbon for sustainability scoring and partner-brand roadmap support. As of available data, Toasty operates exclusively in metropolitan France, with a team of 1–10 employees.

Name

Toasty

Legal name

Toasty, société par actions simplifiée SAS

Website

https://toasty.family

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Toasty is a France-based mobile shopping application offering curated private sales on vetted eco-responsible brands to French consumers seeking sustainable alternatives to fast fashion. It earns revenue through sales commissions and uses a gamified daily engagement model with quizzes, challenges, and referral credits.

Ownership category

akta.pro rank

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Marketing or Sales, Personnel, Operations, Supply Chain

Revenue model

1. Private Sales / Flash Sales on Eco-Responsible Brands: Toasty organizes time-limited sales events for vetted sustainable brands at discounted prices. Revenue is generated through commissions or margin on sales completed via the app.
2. Referral / Parrainage Program: Users earn referral credits (5€–12€ per qualifying referral) toward future purchases. This drives user acquisition and repeat transactions within the platform.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Toasty operates a mobile-first shopping application that curates and sells vetted eco-responsible brands through daily, time-limited private sales events. The platform aggregates independent sustainability scores and certifications to vet partner brands, then delivers daily brand discoveries, quizzes, challenges, and gift offerings to drive engagement. Revenue is generated through commissions or margins on sales completed during private sales events, supported by a referral program that issues credits for user acquisition.

Product overview

Toasty is a mobile-first shopping platform built around a curated directory of sustainable and responsible brands, combined with time-limited private sales events. The core product is the Toasty mobile application (iOS/Android), which users access daily to discover brands, participate in quizzes and challenges, and purchase products at discounted prices during exclusive sales. The platform is supported by a rigorous brand selection charter that uses third-party scoring tools and verified labels, a referral program for user acquisition, and personalized push notification/SMS alerts for sales events. All purchases are processed through integrated payment solutions (Stripe, Apple Pay, Google Pay), and users manage orders through personal accounts with delivery tracking capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Toasty Mobile Application Free mobile shopping application available on iOS (App Store) and Android (Google Play) that presents responsible and sustainable brands through a curated directory and time-limited private sales events, featuring daily brand discoveries, quizzes, challenges, and gifts. Targeted at individual French consumers seeking vetted eco-responsible shopping alternatives.
• Private Sales Events on Eco-Responsible Brands Time-limited sales events (flash sales) on Toasty-vetted eco-responsible partner brands delivered daily inside the Toasty mobile application, offering 20–30% discounts. Revenue is generated through commissions or margins on sales completed via the app. Targeted at French consumers seeking sustainable products at accessible prices.

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• Clear FashioncoreTechnology or Integration · 1 January 2025Clear Fashion is used by Toasty as one of its brand scoring tools, evaluating environmental and social impact of fashion brands. Since 2025, Toasty has encouraged partner brands to collaborate with Clear Fashion as part of an enhanced sustainability roadmap.
• Good on YoucoreTechnology or Integration · 1 January 2025Good on You is used by Toasty as a brand scoring platform, with Toasty requiring partner brands to have a score above 'It's a Start'. Since 2025, Toasty has encouraged partner brands to deepen collaboration with Good on You for improved sustainability ratings.
• StripecoreTechnology or IntegrationStripe is the payment processing partner powering secure online transactions on the Toasty app. All card payments (Visa, Mastercard, American Express) and digital wallet payments (Apple Pay, Google Pay) are processed through Stripe's payment infrastructure.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Veepee: French flash-sales (formerly Vente-Privée.com) running time-limited private sales on apparel, home, and lifestyle brands. Closest direct competitor given shared private-sale mechanic, French market focus, and brand-aggregation model, though Veepee is far larger and not sustainability-curated.
• Showroomprivé: French flash-sales marketplace offering daily private sales on fashion, beauty, and home brands. Directly comparable operating model to Toasty with time-limited member-only discounts, but broader catalog and less sustainability focus.
• The Bradery: Paris-based private sales platform offering flash discounts on premium and designer fashion brands. Closely aligned with Toasty's curated-sales mechanism and French consumer base, though positioned upmarket rather than on sustainability.

Emerging players

• Beauté Privée: French members-only flash-sales site focused on beauty and cosmetics brands. Comparable private-sales mechanic to Toasty, but narrower (beauty-only) vertical and no sustainability curation layer.
• Project Cece: European online marketplace aggregating sustainable and ethical fashion brands with sustainability scoring. Directly comparable to Toasty's eco-responsible curation thesis, but web-based rather than mobile-first and not flash-sale driven.

Broad incumbents

• Westwing: European flash-sales and curated marketplace for home and living categories operating across multiple countries including France. Comparable private-sale event mechanic; broader incumbent with deeper logistics and brand portfolio.

Others

• My Little Paris: French curated lifestyle platform combining editorial content, brand discovery, and selective e-commerce. Comparable to Toasty's curated, French-conscious-consumer proposition; now part of a media group and broader in scope.

Regional players

• Avocadostore: German marketplace curating sustainable and eco-friendly consumer brands across fashion, home, and lifestyle. Overlaps with Toasty's sustainability-curation thesis, but primarily serves Germany rather than France.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/toasty.family
• LinkedInlinkedin.com/company/toasty-family

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds3 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Toasty