MAD
- Company typePrivate
- Founded2009
- HeadquartersParis, France
- Headcount11–50
- GTM typeB2B
- OfferingServices
What MAD does
MAD is a Paris-headquartered boutique management consulting firm dedicated exclusively to the luxury sector. Founded in 2009 by Delphine Vitry and Jean Révis, the group operates as a SAS (Société par Actions Simplifiée) with a stated capital of €40,000 and is privately held by its founding partners. The firm is organised into three integrated practices: MAD Strategy (strategic and operational consulting for luxury Maisons across brand, offer, client, distribution, people & organisation, and Digital/AI axes), MAD Academy (transformational learning and training for sales teams, managers, and corporate universities), and MAD Talent (executive search dedicated to luxury profiles). A regional office in Shanghai, led by partner Louis Houdart, extends its reach into Asia-Pacific.
The firm's underlying technology centres on its proprietary "Magic & Logic" methodology — a branded approach pairing analytical/business rigour with the creative and emotional essence of luxury brands. This is operationalised through several proprietary frameworks: the Experiential Signature methodology (three dimensions: key memory, key emotions, key iconic moments) deployable across physical and digital customer contact points, a Retail Assessment methodology for expert retail network analysis, and an E-commerce Assessment methodology benchmarking site performance against competitors. The firm does not develop software, APIs, or SDKs; its intellectual property is delivered as consulting playbooks and assessment frameworks rather than as licensed technology.
MAD operates a project-based professional services model on direct enterprise engagement. Its 60+ consultants, drawn from six nationalities and led by a partner bench of ten, serve a roster of 200+ luxury clients spanning eight verticals — Fashion & Leather Goods, Watches & Jewelry, Beauty, Wines & Spirits, Automotive, Hospitality, Malls & Department Stores, and Financial Institutions. Pricing is not publicly disclosed and engagements are scoped per project. No external funding, M&A, or institutional investors are reported. The firm's strategic posture is anchored on co-published research with Comité Colbert (including 2025 studies on retail talent and CSRD sustainability reporting), reinforcing its positioning as a thought-leader in the French luxury ecosystem while growing organically rather than through acquisition.
MAD firmographics
Firmographics- Name
- MAD
- Legal name
- MAD Network
- Website
- https://mad.fr
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
MAD industry classification
Industry- Product category
- Luxury Management Consulting
- NAICS
- Management Consulting Services (54161), Human Resources Consulting Services (541612)
- SIC
- Services-Management Consulting Services (8742)
- akta.pro primary industry
- Culture, Engagement & Employee Experience (EX) Consulting (BPAHAGAI)
- akta.pro secondary industry
- Leadership Development & Executive Coaching (BPAHAGAD)
Keywords
Where MAD is headquartered
LocationHeadquarters
- HQ city
- Paris
- HQ country
- France
- HQ region
- Europe
Offices2 records
Markets served
MAD business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Strategic Consulting Services: MAD generates revenue through strategic and operational consulting engagements for luxury Maisons. Services include brand strategy, client experience transformation, omnichannel strategy, CRM, distribution optimization, organization transformation, and AI integration advisory. The firm operates on a project-based professional services model.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
MAD product offering
Product offeringCore offering
MAD is a boutique management consulting firm dedicated exclusively to the luxury industry, operating three integrated practices: MAD Strategy (strategic and operational consulting covering brand, offer, client, distribution, people & organisation, and digital/AI), MAD Academy (transformational learning and sales-team training programs), and MAD Talent (executive search for luxury leadership roles). The firm serves global luxury Maisons from offices in Paris and Shanghai, supported by its proprietary Magic & Logic consulting methodology and 17 years of sector experience.
Product overview
MAD operates as a strategic consulting group offering three integrated practices: MAD Strategy (strategic and operational consulting), MAD Academy (transformational learning and training), and MAD Talent (executive search and recruitment). The three practices work together to deliver comprehensive services to luxury Maisons, from strategic diagnosis to execution, leveraging proprietary methodologies and sector expertise.
Differentiator
Problem solved
Functional benefit
Products and services
- MAD Strategy Strategic and operational consulting practice for luxury Maisons, aligning strategy and execution on critical challenges including client experience, omnichannel transformation, CRM, distribution, organisation, and artificial intelligence integration.
- MAD Academy Transformational learning practice dedicated to the luxury industry, acting as a business partner that drives change and performance within sales teams, managers, and trainers through accelerated strategy rollout.
- MAD Talent Executive search practice dedicated to identifying and recruiting luxury talents, integrated within the MAD group to bring unique understanding of Maisons, their strategic challenges, and their cultures.
Companies that use MAD
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles4 records
MAD technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
MAD partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and supporting.
- Comité ColbertcoreMAD and Comité Colbert co-published an exclusive study on CSRD (Corporate Sustainability Reporting Directive) in the luxury sector. The study provides guidance on sustainability reporting best practices, regulatory compliance, and industry maturity assessment for luxury players.
- Comité ColbertcoreMAD and Comité Colbert co-published a study on 'Retail Talents and Frontline Talents in Luxury' providing data-driven insights on workforce evolution, talent expectations, and AI applications in retail management. The collaboration represents a key industry research partnership advancing luxury sector knowledge.
- ADMENsupportingADMEN provides the candidate database system used by MAD Talent for storing and managing recruitment data. Data is hosted in France in compliance with GDPR requirements.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
MAD competitors and assessment
Company assessmentBroad incumbents
- Boston Consulting Group (BCG): Global strategy consultancy operating BCG Platinion and a dedicated Luxury practice, increasingly active in luxury digital, AI, and retail transformation mandates that overlap with MAD's core offerings.
- McKinsey & Company: Global top-tier strategy firm with a Consumer & Luxury practice that competes with MAD on large omnichannel, AI, and organizational transformation programs for global luxury players.
- Capgemini Invent: Digital transformation arm of Capgemini with a Consumer Products & Retail practice serving luxury clients on omnichannel, CRM, and AI initiatives — competes with MAD on the digital/IA axis.
- Bain & Company: Global strategy consultancy with a well-established dedicated Luxury Goods practice serving many of the same Maisons as MAD across fashion, beauty, watches, and spirits — competes on large-scale transformation mandates.
- Accenture Strategy: Global consultancy with a dedicated luxury practice covering strategy, technology, and operations — competes with MAD especially on AI and digital transformation mandates.
- Kearney: Global management consultancy with a Consumer & Retail practice serving luxury and premium brands on strategy and operations — overlapping with MAD on distribution and client experience work.
- Roland Berger: European-origin strategy firm with a strong luxury, fashion, and beauty practice headquartered in Paris — direct overlap with MAD on luxury sector advisory mandates.
Emerging players
- Heidrick & Struggles: Global executive search firm with a dedicated Luxury & Consumer practice — competes with MAD Talent for executive search mandates in the luxury sector.
Direct peers
- Prompt Luxury Advisors: Boutique luxury-specialist advisory firm focused on strategy, retail, and digital transformation for Maisons — directly comparable to MAD in scale and service scope.
- Cabinet Croisette: Paris-based boutique consulting firm specializing in luxury, fashion, and beauty strategy — the closest direct peer to MAD by size, geography, vertical specialization, and client base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
MAD social profiles
Digital presenceMAD financial estimates
Financial estimateRevenue estimate
Valuation estimate
MAD leadership team
Management profileNumber of profiles
Profiles11 records
MAD funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MAD 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 MAD
What does MAD do?
MAD is a boutique management consulting firm dedicated exclusively to the luxury industry, operating three integrated practices: MAD Strategy (strategic and operational consulting covering brand, offer, client, distribution, people & organisation, and digital/AI), MAD Academy (transformational learning and sales-team training programs), and MAD Talent (executive search for luxury leadership roles). The firm serves global luxury Maisons from offices in Paris and Shanghai, supported by its proprietary Magic & Logic consulting methodology and 17 years of sector experience.
Is MAD a public or private company?
MAD is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was MAD founded?
MAD was founded in 2009. It employs 11 to 50 people.
Where is MAD based?
MAD is headquartered in Paris, France, in the Europe region.
How does MAD make money?
One revenue line is on record: strategic Consulting Services.
Who are MAD's main competitors?
Broad incumbents on record are Boston Consulting Group (BCG), McKinsey & Company, Capgemini Invent, Bain & Company, Accenture Strategy, Kearney and Roland Berger. Heidrick & Struggles is listed as an emerging player. Direct peers are Prompt Luxury Advisors and Cabinet Croisette.
Does MAD have an API?
No public API is recorded for MAD.
What industry is MAD in?
MAD's product category is Luxury Management Consulting. Its primary akta.pro industry code is BPAHAGAI, Culture, Engagement & Employee Experience (EX) Consulting, with a secondary code of BPAHAGAD, Leadership Development & Executive Coaching. Its NAICS code is 54161 and its SIC code is 8742.