Camaieu
Camaieu is a French women's ready-to-wear fashion retailer (founded 1984, Roubaix) selling apparel and accessories through celio.com e-commerce and a France-based physical store network, serving value-oriented women shoppers across casual, work, and occasion-wear segments.
- Company typePrivate
- Founded1984
- HeadquartersRoubaix, France
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
What Camaieu does
Camaieu is a French ready-to-wear women's apparel retailer, founded in 1984 and headquartered in Roubaix, France, with a workforce of 5,001–10,000. The source data, however, reveals a structural ambiguity: the brand operates today primarily as a women's sub-brand (positioned alongside men's offerings) within the celio.com e-commerce ecosystem, whose legal entity is listed as "celio." Camaieu's product offering spans T-shirts, polos, shirts, dresses, jeans, pants, skirts, shorts, sweatshirts, jackets, underwear, and accessories, organized into sub-collections including Lin (100% linen, premium summer), Basic & Essential, Freewear (casual comfort), Capsule Made in France, and licensed collaborations (Saint-Tropez, Peanuts, Pokémon, One Piece, Solo Leveling, Hell's Paradise, FIFA, WWE, McLaren Racing, Banksy x APOH London). The assortment addresses an inclusive size range from 2XS to 3XL, with jeans and pants offered in three lengths, and targets women across occasions (work, interview, wedding guest, date, sport, formal event).
Camaieu firmographics
Firmographics- Name
- Camaieu
- Legal name
- celio
- Website
- https://camaieu.fr
- Company type
- Private
- Founded year
- 1984
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Camaieu is a French women's ready-to-wear fashion retailer (founded 1984, Roubaix) selling apparel and accessories through celio.com e-commerce and a France-based physical store network, serving value-oriented women shoppers across casual, work, and occasion-wear segments.
- Ownership category
- akta.pro rank
Camaieu industry classification
Industry- Product category
- Women's Apparel Retail
- NAICS
- Clothing and Clothing Accessories Retailers (4581), Clothing and Clothing Accessories Retailers (45811)
- SIC
- Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Women’s Apparel Retail (CRAAABAB)
Keywords
Where Camaieu is headquartered
LocationHeadquarters
- HQ city
- Roubaix
- HQ country
- France
- HQ region
- Europe
Offices1 record
Markets served
Camaieu business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Retail clothing sales: Revenue generated from selling apparel including tops, dresses, pants, jeans, skirts, shorts, blouses, underwear, and accessories through e-commerce and physical retail stores.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing for women's clothing |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Camaieu product offering
Product offeringCore offering
Camaieu sells women's ready-to-wear apparel — including T-shirts, shirts, dresses, jeans, pants, skirts, shorts, sweatshirts, jackets, underwear, and accessories — through e-commerce (celio.com) and a physical retail store network primarily in France. The brand extends its assortment through licensed collaborations (Saint-Tropez, Peanuts) and influencer-curated capsule collections, with inclusive sizing from 2XS to 3XL and multiple length fits.
Product overview
Camaieu is a women's fashion e-commerce platform operating under the celio brand umbrella. The offering consists of a core e-commerce platform (Camaieu Women) complemented by specialized sub-brands including the Lin Collection (premium linen clothing), Basic & Essential Collection (wardrobe fundamentals), Freewear (casual comfort wear), and Capsule Made in France (locally-produced pieces). The brand extends its portfolio through licensed collaborations such as Saint-Tropez and Peanuts, as well as curated capsule collections with ambassadors like Camille Cerf. Supporting services include a loyalty program (be+), gift cards (E-Carte Cadeau), and Click & Collect in-store pickup. Men's fashion products are also referenced under the broader celio brand, though the primary focus is women's clothing.
Differentiator
Problem solved
Functional benefit
Brands
- celio women: Women's fashion sub-brand offering clothing, accessories, and footwear for women.
Products and services
- Camaieu Women (celio women)
- Lin Collection
- Basic & Essential Collection
- Freewear
- Capsule Made in France
- L'Essentiel Collection (by Camille Cerf)
- Saint-Tropez Collection
- Peanuts Collection
- La E-Carte Cadeau
Companies that use Camaieu
Customer profileSegments1 record
Ideal customer profiles1 record
Camaieu technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Camaieu partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core and minor.
- Saint-TropezcoreExclusive capsule collection collaboration with Saint-Tropez brand featuring vacation-inspired women's fashion. The collection is prominently featured on the website as a key seasonal offering.
- Camille CerfcoreInfluencer collaboration where former Miss France Camille Cerf curates an 'Essentiel' (essential) capsule collection for women, showcasing timeless wardrobe pieces.
- Louis SanminorAmbassador collaboration featuring 'ONI by Louis San' collection, a creative partnership with the influencer designer.
- InoxtagminorYouTube influencer partnership featuring 'Follow your Instinct by Inoxtag' collection, a gender-neutral or unisex collaboration line.
- PeanutsminorLicensed collaboration featuring Peanuts comic strip characters (Snoopy, Charlie Brown) on apparel for men and women.
- PokémonminorLicensed collaboration featuring Pokémon characters on clothing and accessories.
- One PieceminorLicensed anime collaboration featuring One Piece characters on apparel.
- Solo LevelingminorLicensed anime collaboration featuring Solo Leveling characters on clothing.
- FIFA World Cupminor'FIFA Classics' collection licensed by FIFA for the World Cup, featuring sports-inspired fashion.
- WWEminorWrestling entertainment brand collaboration featuring WWE-inspired apparel.
- McLaren RacingminorFormula 1 team McLaren Racing collaboration featuring motorsport-inspired clothing.
- Banksy x APOH LondonminorStreet art collaboration featuring Banksy's work through APOH London on apparel.
- La Maison des FemmesminorCharitable partnership supporting women's shelter and assistance organization in France.
- Japan ExpominorEvent partnership for Japan Expo convention featuring exclusive 'Hall of Fame' collection of manga/anime merchandise.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
Camaieu competitors and assessment
Company assessmentDirect peers
- Kiabi: French value-apparel retailer operating both e-commerce and a large physical store network across France, selling affordable women's, men's, and children's clothing at comparable price points to Camaieu with similar multi-channel mechanics.
- La Redoute: Long-standing French ready-to-wear and home retailer with owned e-commerce and omnichannel infrastructure, targeting women shoppers with broad mid-market assortments including licensed and capsule collections analogous to Camaieu's structure.
- Promod: French women's ready-to-wear specialist with both physical stores and digital storefronts, focused on affordable feminine fashion for similar occasions and customer use cases as Camaieu.
- Jennyfer: French women's apparel brand targeting young, fashion-conscious shoppers at comparable price points, with a France-centric store footprint and e-commerce presence overlapping Camaieu's customer segment.
- Pimkie: French women's apparel retailer with multi-channel presence in France and neighbouring markets, focused on accessible fashion for young women at overlapping price points and stores to Camaieu.
- Etam: French women's apparel and lingerie retailer with owned stores and e-commerce in France, sharing Camaieu's DTC-women focus and overlapping on underwear, intimates, and casual womenswear categories.
Emerging players
- NA-KD: Digital-native women's fashion brand operating primarily online with social-first marketing and influencer capsule strategies that directly mirror Camaieu's licensed and influencer collaboration approach.
Broad incumbents
- H&M: Global fast-fashion incumbent with broad assortment across women's, men's, and children's categories at similar mass-market price points to Camaieu, operating both physical stores and a large e-commerce channel.
- Zara: Global fast-fashion leader with extensive physical retail and online presence, competing for the same women's occasion-driven wardrobe purchases as Camaieu but at the higher end of the value-tier.
- Mango: International womenswear-led fashion retailer with a strong digital and physical presence in France, targeting style-conscious women with broad price tiers that overlap Camaieu's customer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Camaieu social profiles
Digital presenceCamaieu financial estimates
Financial estimateRevenue estimate
Valuation estimate
Camaieu leadership team
Management profileNumber of profiles
Camaieu funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Camaieu 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 Camaieu
What does Camaieu do?
Camaieu sells women's ready-to-wear apparel — including T-shirts, shirts, dresses, jeans, pants, skirts, shorts, sweatshirts, jackets, underwear, and accessories — through e-commerce (celio.com) and a physical retail store network primarily in France. The brand extends its assortment through licensed collaborations (Saint-Tropez, Peanuts) and influencer-curated capsule collections, with inclusive sizing from 2XS to 3XL and multiple length fits.
Is Camaieu a public or private company?
Camaieu is a private company. It is classified as unknown and is currently operating.
When was Camaieu founded?
Camaieu was founded in 1984. It employs 5,001 to 10,000 people.
Where is Camaieu based?
Camaieu is headquartered in Roubaix, France, in the Europe region.
How does Camaieu make money?
One revenue line is on record: retail clothing sales.
Who are Camaieu's main competitors?
Direct peers on record are Kiabi, La Redoute, Promod, Jennyfer, Pimkie and Etam. NA-KD is listed as an emerging player. Broad incumbents are H&M, Zara and Mango.
Does Camaieu have an API?
No public API is recorded for Camaieu.
What industry is Camaieu in?
Camaieu's product category is Women's Apparel Retail. Its primary akta.pro industry code is CRAAABAB, Women’s Apparel Retail. Its NAICS code is 4581 and its SIC code is 5621.