What Rouje does

Rouje is a privately held, Paris-based women's fashion brand founded in 2016 by French influencer and entrepreneur Jeanne Damas, who continues to serve as founder and Creative Director alongside co-founder and CEO Jérôme Basselier. The company designs, produces, and sells ready-to-wear apparel — including dresses, tops, knitwear, skirts, pants, denim, swimwear, lingerie, and outerwear — together with accessories (bags, shoes, belts, jewelry, hair accessories) under its own label, and operates a beauty sub-brand called "Les Filles en Rouje" offering makeup, skincare, and haircare products.

The business is direct-to-consumer first, monetizing through one-time unit sales priced from approximately €38 for entry accessories up to about €270 for premium shoes and silk garments, with installment payments via Klarna and free shipping over €250. Distribution combines a global owned e-commerce platform (shipping to 30+ countries across Europe, the Americas, Asia Pacific, the Middle East, South America, and Africa) with seven physical retail points: three owned Paris boutiques (Bachaumont, Turenne, Victor Hugo), one owned Bordeaux boutique, and three Galeries Lafayette partnerships in Montpellier, Nice, and Toulouse. Production is partially Made in France and partially manufactured in Tunisia (denim) and Portugal (shoes), with sustainability credentials on denim through an eco-wash process that reduces water consumption by 95%.

Rouje extends its brand through capsule collections (including a 10th anniversary "Capsule Anniversaire: 10 Printemps" release in 2026), co-branded collaborations with Etam, Worishofer, Inuikii, Yasmine Eslami, and Dermalogica, a "Le Vestiaire de Jeanne" curated collection, and a "Café en Rouje" lifestyle concept. The target customer is fashion-conscious millennial and Gen Z women seeking Parisian feminine aesthetics, supplemented by gift buyers; the brand carries no disclosed revenue, no external funding, and operates with a headcount of 101–250 employees.

Name

Rouje

Legal name

Rouje

Website

https://rouje.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

Rouje is a privately held Paris-based women's fashion brand founded in 2016 by influencer Jeanne Damas, selling ready-to-wear apparel, denim, accessories, and a beauty sub-brand (Les Filles en Rouje) direct-to-consumer via global e-commerce and seven French retail points.

Ownership category

akta.pro rank

Product category

Women's Apparel & Beauty

NAICS

Clothing and Clothing Accessories Retailers (4581), Shoe Retailers (45821), Luggage and Leather Goods Retailers (458320), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600), Retail-Shoe Stores (5661), Women's, Misses', Children's & Infants' Undergarments (2340)

akta.pro primary industry

Luxury Handbags & Leather Goods (CRAAAFAD)

akta.pro secondary industry

Luxury Accessories Retail (Leather Goods, Sunglasses, SLG) (CRAKAGAE)

Keywords

• Women's fashion
• Ready-to-wear apparel
• Premium denim jeans
• Clean beauty cosmetics
• Parisian style brand

Headquarters

HQ city

Bréchaumont

HQ country

France

HQ region

Europe

Offices7 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations

Revenue model

1. Apparel and Accessories Sales: Primary revenue stream from direct sales of women's ready-to-wear clothing, denim, knitwear, dresses, tops, skirts, outerwear, swimwear, lingerie, bags, shoes, belts, and accessories through owned e-commerce and physical retail stores. One-time purchase model.
2. Beauty Products (Les Filles en Rouje): Secondary revenue stream from proprietary beauty line featuring makeup (lipsticks, lip oils, mascaras, eyeliners, eyeshadows, blushes, bronzers), skincare, and haircare products under the 'Les Filles en Rouje' sub-brand.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Rouje is a Paris-based direct-to-consumer women's fashion and beauty brand that designs, produces, and sells ready-to-wear clothing (dresses, knitwear, denim, tops, skirts, pants, swimwear, lingerie, outerwear), accessories (bags, shoes, belts, jewelry, hair accessories), and a clean beauty line called 'Les Filles en Rouje'. The brand is sold primarily through its owned e-commerce platform and seven physical retail locations across France, with global shipping to Europe, the Americas, Asia Pacific, the Middle East, and Africa.

Product overview

Rouje is a Paris-based fashion brand founded in 2016 by Jeanne Damas, offering a comprehensive women's fashion and beauty portfolio. The core offering is prêt-à-porter (ready-to-wear) spanning dresses, tops, knitwear, skirts, pants, denim, swimwear, lingerie, and outerwear. Key signature products include the iconic Gabin wrap dress, French Made denim jeans (Le Germain, Le Belleville, Le Madeleine models), and premium knitwear. The brand extends into accessories including leather bags, shoes (mules, sandals, boots), jewelry, and hair accessories. Rouje operates a clean beauty sub-brand called 'Les Filles en Rouje' featuring makeup and skincare. The brand maintains five Parisian boutiques and collaborates with partners like Etam (swimwear) and Worishofer (footwear). Manufacturing includes Made in France pieces and Tunisia-made denim with certified quality standards (SMETA, SA 8000, ISO 9001).

Differentiator

Problem solved

Functional benefit

Brands

• Les Filles en Rouje: Beauty sub-brand offering clean beauty products including makeup, skincare, and beauty tools
• Café en Rouje

Products and services

• Prêt-à-Porter (Ready-to-Wear)

Quantifiable outcome

• Eco-wash denim process reduces water consumption by 95%, electricity by 40%, and chemical usage by 90%

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• EtamcoreStrategic or Co-development Partner · 1 January 2025Rouje x Etam collaboration featuring lingerie and swimwear pieces. Includes shared collection with products like the STELLA one-piece swimsuit in red, PABLITO capri pants, and PAOLA vichy swimwear. Leverages both brands' feminine positioning to reach expanded customer base.
• WorishoferminorStrategic or Co-development PartnerFootwear collaboration featuring the JACQUELINE mules in golden/silver leather. Partnership announced as part of the 10th anniversary celebrations, creating limited edition footwear pieces.
• InuikiiminorStrategic or Co-development PartnerFootwear/accessories collaboration with Swiss brand Inuikii, featuring fur/outerwear accessories that complement Rouje's aesthetic.
• Yasmine EslamiminorStrategic or Co-development PartnerLingerie/intimate wear collaboration with designer Yasmine Eslami, featuring lingerie pieces that align with Rouje's feminine aesthetic.
• DermalogicaminorStrategic or Co-development PartnerLes Filles en Rouje x Dermalogica collaboration featuring gift sets and skincare bundles. Partnership combines Rouje's beauty brand positioning with Dermalogica's professional skincare expertise.
• Tunisian denim factorycoreOthersRouje's jeans are manufactured in Tunisia at a factory certified with SMETA 4 Piliers audit (environmental and social standards), SA 8000 certification (social responsibility), and ISO 9001 certification (quality control). Partnership ensures production quality and responsible manufacturing.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Réalisation Par: Influencer-built Australian DTC fashion label known for its signature dresses and feminine silhouettes. Operates globally via e-commerce and select retail; comparable to Rouje in target customer, pricing tier, and influencer-led brand origin.
• Sandro: French contemporary womenswear brand within the EPI group alongside Maje and Claudie Pierlot. Competes in the same Parisian-inspired feminine category as Rouje with comparable price points and global DTC plus boutique distribution.
• Djerf Avenue: Influencer-founded (Matilda Djerf) DTC fashion brand explicitly mentioned alongside Rouje in source data, with $34M annual sales scale. Same influencer-led model, similar target customer, and comparable price points to Rouje.
• Balzac Paris: French DTC women's fashion brand with sustainable positioning (Made in France, eco-conscious production). Comparable to Rouje in feminine aesthetic, DTC model, and sustainability messaging.
• Claudie Pierlot: French contemporary feminine fashion brand within the EPI group, operating boutiques and DTC globally. Directly comparable in product mix (dresses, blouses, knitwear) and Parisian feminine positioning to Rouje, though more established as part of a larger portfolio.
• Ba&sh: French contemporary women's fashion brand offering dresses, knitwear, and accessories with a bohemian-feminine aesthetic. Operates DTC e-commerce and a global store footprint, directly comparable to Rouje's target customer (Parisian-styled, millennial/Gen Z women).
• Maje: French contemporary womenswear brand within the EPI group (with Sandro and Claudie Pierlot). Offers dresses, knitwear, and accessories globally through DTC, boutiques and department stores — a clear comparable in the Parisian feminine space where Rouje operates.
• Musier Paris: French contemporary women's fashion brand owned by influencer Tamara Taichman. Sells dresses, blouses, knitwear and accessories via DTC — directly comparable influencer-founded brand competing for the same Parisian-styled shopper as Rouje.
• Sézane: French DTC contemporary fashion brand founded by influencer Morgane Sézalory in 2013. Operates a global e-commerce business plus owned boutiques (Paris, New York, London, Berlin), selling dresses, knitwear, leather goods and accessories — the closest direct comparable to Rouje in positioning, scale and influencer-founder model.

Broad incumbents

• Isabel Marant: Established French luxury fashion house known for bohemian-feminine ready-to-wear at a higher price tier. Sits above Rouje in the market but shares the Parisian feminine aesthetic and target demographic; relevant comparable for aspirational positioning trajectory.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 Rouje