What Choose does

Choose is a mobile-first curated marketplace that presents a fresh, hand-picked selection of independent brands each day across Lifestyle, Home, Fashion, Beauty, and Kids categories. Founded in France in 2016 by three co-founders — Timothée Richard, Thibaut Gensollen (also CTO), and Vincent Dupuy — the company operates a single iOS application distributed via the Apple App Store, deliberately positioning itself as an ad-free, algorithm-free discovery experience built around limited-time brand drops rather than algorithmic personalization or paid advertising. The platform functions as an intermediary marketplace: brands are onboarded onto the app, products are presented for short windows, and orders are shipped directly by brand partners (or in some cases from Choose's warehouses in northern Paris), with Choose earning a transaction-fee commission without holding inventory. Geographically the company serves mainland France, Corsica, Monaco, and the United States, operating with a 95-person team split between a French headquarters (80 employees) and a New York regional office (15 employees).

The target customer is the values-conscious consumer — shoppers prioritizing sustainable, design-forward, small-batch, and independent brands over mass-market alternatives — with adjacent personas in thoughtful parents and design enthusiasts. Marketing is conducted organically through Instagram (@choose_app_us), Pinterest boards, customer reviews, and word-of-mouth referrals, with no paid advertising layer disclosed. Customer acquisition flows through App Store discovery, social content, and testimonials displayed on the website, supported by a 4.8-star rating across 5,000+ App Store reviews. The revenue model is purely transactional (no subscription or membership fees for consumers), and the company has raised capital across four rounds between March 2021 and June 2023, with OneRagtime leading most rounds and FJ Labs participating. The business architecture is intentionally lean: a single product (the mobile app), a curated supply side (independent brands), and an asset-light distribution model (direct-to-consumer shipping from brand partners).

Name

Choose

Legal name

Choose

Website

https://appchoose.io

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Choose is a mobile-first curated marketplace app that drops a daily, hand-picked selection of independent, values-driven brands across Lifestyle, Home, Fashion, Beauty, and Kids, serving sustainable-conscious shoppers in France and the United States via a transaction-fee model.

Ownership category

akta.pro rank

Product category

Curated Online Brand Marketplace

NAICS

General Merchandise Retailers (455)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Price Comparison/Aggregator Generalist Marketplaces (CRAFAAAI)

akta.pro secondary industry

Baby, Kids & Maternity Online Retailers (CRAFADAI)

Keywords

• Curated brand marketplace
• Mobile shopping app
• Daily brand discovery
• Sustainable brand platform
• Third-party brand curation

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

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

Revenue model

1. Marketplace Commission: Choose acts as an intermediary marketplace, facilitating transactions between consumers and third-party brands. The company takes a commission or transaction fee on each sale made through the platform. Brands ship directly to consumers, with Choose earning revenue from the sales margin without holding inventory.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Choose operates a mobile-first curated marketplace app that delivers a fresh selection of independent third-party brands every day across Lifestyle, Home, Fashion, Beauty, and Kids categories. The company acts as an intermediary between consumers and brand partners, earning a commission on each transaction while brands ship products directly to customers without Choose holding inventory.

Product overview

Choose is a mobile app-based shopping platform that operates as a single unified product, offering daily curated drops of unique brands. The platform features a curated marketplace across Lifestyle, Home, Fashion, Beauty, and Kids categories where brands are presented for limited time windows. The company functions as an intermediary, connecting shoppers directly with brand partners without holding inventory. The core product includes features such as exclusive offers, discounts, fast delivery, customer service, and free returns within 30 days.

Differentiator

Problem solved

Functional benefit

Products and services

• Choose Mobile App A mobile shopping application that delivers a daily curated selection of unique third-party brands across Lifestyle, Home, Fashion, Beauty, and Kids categories, available for limited time windows. Features include exclusive offers, discounts, fast delivery, customer service, and free returns within 30 days for US customers. Targets conscious, values-driven consumers in France and the United States.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Etsy: Etsy is a large public marketplace aggregating independent and design-led brands across home, fashion, kids, and lifestyle. It competes with Choose for the same conscious/sustainable shopper persona, though via a much broader long-tail catalog rather than curated daily drops.
• Pinterest Shopping: Pinterest is a visual discovery platform with shopping functionality that connects users to curated brands across home, fashion, beauty, and kids. It overlaps with Choose's mood-board-driven discovery aesthetic and is even one of Choose's primary organic marketing channels.
• Instagram Shopping: Instagram Shopping is Meta's integrated social-commerce surface enabling brands to sell directly within a visual discovery feed. It mirrors Choose's visual-discovery-led shopping experience at vastly greater scale and overlaps on the conscious/values-aligned brand demographic.

Direct peers

• Veepee: Veepee (formerly Vente-Privée) is the leading French flash-sales marketplace offering time-limited deals on lifestyle, fashion, and home brands. It is the most direct large-scale comparable to Choose, sharing both the flash-sale/daily drops mechanic and the multi-category curation positioning.
• The Bradery: The Bradery is a French private-sales site focused on premium and design-led fashion and lifestyle brands sold through limited-time campaigns. It overlaps closely with Choose's curation, design-led, and discovery positioning in the French market.
• Westwing: Westwing is a European curated home and lifestyle e-commerce platform running daily campaigns with design-led brands. It shares Choose's curation-first, daily-drop mechanic and values-aligned brand positioning, though with a narrower home-focused category mix.
• Rue La La: Rue La La is a US-based flash-sales marketplace offering time-limited events across fashion, home, beauty, and kids. It is the closest active US-market analog to Choose's daily drops model with multi-category coverage.
• BazarChic: BazarChic is a French members-only private-sales site covering fashion, beauty, home, and lifestyle brands through time-limited events. It competes head-to-head with Choose in the French curation/flash-sale category.
• Showroomprivé: Showroomprivé is a French private-sales marketplace owned by Carrefour that runs time-limited events across fashion, beauty, and home. It mirrors Choose's intermediary marketplace model and private-sale urgency mechanic in the same home market.

Emerging players

• The Wonder: The Wonder is a newer curated discovery-driven shopping platform presenting curated product drops. It overlaps with Choose on the curation/daily-discovery mechanic and the values-aligned consumer demographic.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/choose_app_us/?hl=en_US
• Pinterestpinterest.com/appchoose
• Xx.com/choose_official
• Facebookfacebook.com/Choose-753106604875965

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds4 records

Investors2 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 Choose