Fleur Du Mal
Fleur du Mal is a New York-based, founder-owned luxury lingerie and ready-to-wear brand that sells bras, bodysuits, dresses, swim, bridal, activewear, and pleasure products exclusively through its Shopify e-commerce site and four owned boutiques in NYC, Brooklyn, and Los Angeles, targeting fashion-forward affluent women.
- Company typePrivate
- Founded2012
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Fleur Du Mal does
Fleur du Mal is a New York-based luxury lingerie and ready-to-wear brand founded by Jennifer Zuccarini that designs, produces, and sells premium intimate apparel, clothing, swimwear, bridal, activewear, pleasure/wellness products, and menswear under the Le Monsieur sub-brand. The product portfolio is organized into signature collections including Le Gloss (microfiber), Le Stretch (Micro and Lace), Charlotte Lace, Lily Embroidery, Silk Luxe, and Organic Cotton, with materials such as French Leavers lace and silk positioned at the mid-to-upper contemporary price tier (bras $98-$168, bodysuits $98-$278, dresses $228-$598, panties $28-$88). The company sells exclusively through owned direct-to-consumer channels: a Shopify-powered e-commerce site at fleurdumal.com and four retail boutiques located at 372 Broome St (SoHo), 901 Madison Ave (Upper East Side), 324 Wythe Ave (Williamsburg), and 519 N Almont Dr (Los Angeles). No wholesale, marketplace, or third-party retail distribution is used. The brand is privately held by its founder, with lifetime disclosed funding of approximately $1.5M (2013 seed) plus a 2018 round involving Globivest and Springboard Growth Capital, and operates with a reported 1-10 person team.
Marketing and customer acquisition rely on social media (Instagram, TikTok, Facebook, Pinterest, YouTube), influencer and celebrity seeding, press coverage in Vogue/ELLE/Who What Wear/WWD/BoF, and a CRM stack including Klaviyo for email and Attentive for SMS. Customer engagement is reinforced through the #FleurFatale user-generated-content community, The Fleur Files editorial blog, a loyalty program, and gift cards/gift boxes at $18-$28. Recent strategic moves include the October 2024 bridal collaboration with Galia Lahav and the April 2026 launch of Fleur du Sport, the brand's first activewear capsule, signaling category broadening beyond core lingerie into adjacent occasion-wear and athleisure segments.
Fleur Du Mal firmographics
Firmographics- Name
- Fleur Du Mal
- Legal name
- Fleur du Mal, LLC
- Website
- https://fleurdumal.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Fleur du Mal is a New York-based, founder-owned luxury lingerie and ready-to-wear brand that sells bras, bodysuits, dresses, swim, bridal, activewear, and pleasure products exclusively through its Shopify e-commerce site and four owned boutiques in NYC, Brooklyn, and Los Angeles, targeting fashion-forward affluent women.
- Ownership category
- akta.pro rank
Fleur Du Mal industry classification
Industry- NAICS
- Clothing and Clothing Accessories Retailers (45811), Apparel Accessories and Other Apparel Manufacturing (3159), Apparel Manufacturing (315)
- SIC
- Retail-Women's Clothing Stores (5621), Women's, Misses', Children's & Infants' Undergarments (2340), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)
- akta.pro secondary industries
- Lingerie & Seduction (Sets, Bodysuits, Teddies) (CRAAAIAD), Bras & Bralettes (CRAAAIAA), Luxury Bridal & Occasionwear (CRAAAFAI)
Keywords
Where Fleur Du Mal is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Fleur Du Mal business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
Revenue model
- Direct E-commerce Sales: The company generates revenue through direct online sales via its Shopify-powered e-commerce platform at fleurdumal.com. Products are sold at full retail price with free shipping offered on orders over $195 in the US.
- Retail Boutique Sales: Revenue generated from four physical retail locations in New York City, Los Angeles, and Williamsburg, Brooklyn, selling the full product assortment including lingerie, clothing, and accessories.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Gift boxes at $18-$28 |
| Unit Pricing | Pay-as-you-go | Bras $98-$168 |
| Unit Pricing | Pay-as-you-go | Dresses $228-$598 |
| Unit Pricing | Pay-as-you-go | Panties $28-$88 |
| Unit Pricing | Pay-as-you-go | Bodysuits $98-$278 |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels11 records
Fleur Du Mal product offering
Product offeringCore offering
Fleur Du Mal designs, produces, and sells luxury lingerie, ready-to-wear clothing, swimwear, bridal intimate apparel, pleasure/wellness products, and activewear through its own e-commerce site and four retail boutiques in New York City, Brooklyn, and Los Angeles. The brand uses premium materials such as French Leavers lace and silk, with pricing for bras ranging from $98-$168, panties $28-$88, bodysuits $98-$278, and dresses $228-$598.
Product overview
Fleur du Mal is a luxury lingerie and ready-to-wear fashion brand offering a comprehensive portfolio spanning core lingerie (bras, panties, bodysuits), clothing (dresses, knitwear, outerwear), activewear (Fleur du Sport), pleasure/wellness products, bridal wear, swimwear, and menswear. The brand organizes its offerings into signature collections including Le Gloss (shiny microfiber), Le Stretch (Micro and Lace variants), Charlotte Lace, Lily Embroidery, Silk Luxe, and Organic Cotton. Products are positioned at the intersection of luxury craftsmanship using materials like French Leavers lace and silk, with edgy, fashion-forward design. The brand operates as a direct-to-consumer model through its e-commerce platform and four boutique locations (NYC, LA, Williamsburg, Madison Ave), while expanding into new categories like sportswear as of 2026.
Differentiator
Problem solved
Functional benefit
Brands
- Fleur du Sport: Activewear capsule collection - the brand's first activewear line
Companies that use Fleur Du Mal
Customer profileNamed customers1 record
Segments4 records
Fleur Du Mal technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Fleur Du Mal partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Galia LahavcoreCollaboration between Fleur du Mal and Galia Lahav on a bridal lingerie collection. This partnership combines Galia Lahav's bridal couture expertise with Fleur du Mal's luxury intimate apparel design, resulting in a special collection of bridal lingerie pieces.
Scale indicators1 record
Recent moves7 records
Expansion highlights5 records
Fleur Du Mal competitors and assessment
Company assessmentDirect peers
- Savage X Fenty: Rihanna-founded DTC lingerie and intimates brand selling directly to consumers across bras, panties, sleepwear, and loungewear with frequent celebrity-led campaigns — the most direct peer to Fleur du Mal's celebrity-driven, lingerie-first DTC model.
- ThirdLove: DTC intimates brand focused on fit, half-sizes, and digitally native customer acquisition through e-commerce — overlapping with Fleur du Mal's DTC-first lingerie model and specialty fit offerings such as Fuller Cup.
- Cuup: Modern DTC lingerie and intimates brand positioned at the intersection of technical fit and minimalist-luxury design — directly comparable to Fleur du Mal's positioning of 'engineered fit' with high-end fabrics.
- Agent Provocateur: Heritage luxury lingerie house selling seduction-forward intimates through its own boutiques and e-commerce — the closest premium-luxury analog to Fleur du Mal's lingerie-as-luxury positioning.
- La Perla: Italian luxury lingerie and ready-to-wear maison with own boutiques and premium pricing — parallels Fleur du Mal's positioning as luxury intimates extending into ready-to-wear at $228–$598 dress price points.
- Bluebella: Luxury lingerie and loungewear DTC brand with seductive design, celebrity collaborations, and own-site commerce — closely comparable aesthetic and DTC structure to Fleur du Mal.
Broad incumbents
- SKIMS: Kim Kardashian-led shapewear, intimates, and loungewear brand with celebrity-driven viral marketing and broad assortment — adjacent competitor with materially larger scale and venture backing.
- Victoria's Secret: Largest US lingerie retailer with mass-market to premium tiers — represents the scale incumbent Fleur du Mal's premium positioning deliberately stays above via price and boutique experience.
Emerging players
- Negative Underwear: Independent DTC intimates brand focused on minimalist, comfort-led everyday lingerie — a smaller-scale emerging player with similar DTC premium positioning to Fleur du Mal.
- Kiki de Montparnasse: Luxury intimates and sexual wellness brand blending high-end lingerie with curated pleasure products — directly parallels Fleur du Mal's combination of luxury lingerie and its 'Pleasure' wellness line.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Fleur Du Mal social profiles
Digital presenceFleur Du Mal compliance and trust
Trust signalCompliance1 record
Fleur Du Mal financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fleur Du Mal leadership team
Management profileNumber of profiles
Fleur Du Mal funding detail
Funding detailFunding overview
Funding rounds3 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fleur Du Mal M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fleur Du Mal
What does Fleur Du Mal do?
Fleur Du Mal designs, produces, and sells luxury lingerie, ready-to-wear clothing, swimwear, bridal intimate apparel, pleasure/wellness products, and activewear through its own e-commerce site and four retail boutiques in New York City, Brooklyn, and Los Angeles. The brand uses premium materials such as French Leavers lace and silk, with pricing for bras ranging from $98-$168, panties $28-$88, bodysuits $98-$278, and dresses $228-$598.
Is Fleur Du Mal a public or private company?
Fleur Du Mal is a private company. It is currently operating.
When was Fleur Du Mal founded?
Fleur Du Mal was founded in 2012. It employs 1 to 10 people.
Where is Fleur Du Mal based?
Fleur Du Mal is headquartered in New York, United States, in the North America region.
How does Fleur Du Mal make money?
Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail Boutique Sales.
Who are Fleur Du Mal's main competitors?
Direct peers on record are Savage X Fenty, ThirdLove, Cuup, Agent Provocateur, La Perla and Bluebella. Broad incumbents are SKIMS and Victoria's Secret. Emerging players are Negative Underwear and Kiki de Montparnasse.
Does Fleur Du Mal have an API?
No public API is recorded for Fleur Du Mal.
What industry is Fleur Du Mal in?
Its primary akta.pro industry code is CRAAAAAF, Intimates, Lingerie, Swimwear & Sleepwear Brands, with a secondary code of CRAAAIAD, Lingerie & Seduction (Sets, Bodysuits, Teddies). Its NAICS code is 45811 and its SIC code is 5621.