What Shilton does

Shilton is a privately held French menswear brand founded in 1993 by Michaël Guedj in the Biterrois region of Southern France. The company designs, produces (via third-party manufacturing implied), and distributes rugby-inspired "sport chic" ready-to-wear clothing for men, with an extended size range from S to 6XL. Its product portfolio spans polos, t-shirts, chemises (shirts), bermudas, pants, jackets, sweaters, and accessories, supplemented by dedicated sport collections (rugby and pétanque) and more recently a women's line.

The company operates a hybrid direct-to-consumer model through owned channels including 16 physical retail boutiques across France (with a concentration in southern and southwestern cities such as Béziers, Narbonne, Sète, Agde, Albi, Castres, Bayonne, and outlet locations at One Nation Paris and Fashion Village Nailloux), an e-commerce storefront (shilton.fr), and a dedicated B2B wholesale portal (b2b.shilton.fr) serving independent resellers and rugby clubs. Pricing is publicly disclosed and accessible (t-shirts €12-29, polos €20-62, jackets/vestes €41-82), supported by regular seasonal promotions (Grande Braderie with up to 50% discounts), an outlet channel, and the Shilton Club loyalty program with tiered VIP membership and a referral mechanism.

Revenue mechanics rely on retail product sales (one-time purchases) across both B2C and B2B streams. The brand is anchored by rugby-heritage positioning, validated by a brand ambassador partnership with French international rugby player Rémy Martin (21 caps with XV de France), and by a 4.8/5 customer satisfaction rating across 6,000+ Trusted Shops reviews. The company has no proprietary technology stack, no AI/ML capabilities, and no disclosed external investment, with ownership and operations concentrated with the founder. Geographic operations are entirely domestic (France).

Name

Shilton

Legal name

Shilton

Website

https://shilton.fr

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

Shilton is a privately held French menswear brand founded in 1993, designing and retailing rugby-inspired sport chic clothing (polos, shirts, bermudas, jackets, accessories) through 16 boutiques across France, an e-commerce site, and a B2B reseller portal. It serves men seeking accessible, authentic rugby-heritage fashion in sizes S to 6XL.

Ownership category

akta.pro rank

Headquarters

HQ city

Quarante

HQ country

France

HQ region

Europe

Offices16 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Retail Product Sales: Direct-to-consumer sales of rugby-inspired sport chic clothing including polos, shirts, t-shirts, bermudas, and accessories through owned e-commerce and physical stores.
2. B2B/Reseller Sales: Wholesale and reseller channel through dedicated B2B portal (b2b.shilton.fr) serving independent retailers and rugby clubs.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Shilton is a French menswear brand that designs, sources, and sells rugby-inspired sport-chic ready-to-wear clothing — polos, t-shirts, chemises, bermudas, pants, sweaters, vests, jackets, parkas, and accessories — for men in sizes S to 6XL. The company distributes through its own e-commerce site, 16 owned boutiques across France, and a B2B portal for independent retailers and rugby clubs.

Product overview

Shilton is a French menswear brand founded in 1993, specializing in sport chic clothing inspired by rugby culture. The company operates as a single unified product line of ready-to-wear men's clothing available through 16 physical boutiques across France and an e-commerce platform. The portfolio centers on core categories including Polos (rugby and sport variants), T-shirts, Chemises (including premium Lin and Liberty collections), Bermudas, and Vestes, supplemented by accessories (casquettes, ceintures, bagagerie) and dedicated sport collections for pétanque. The brand differentiates through a loyalty program (Shilton Club) and operates an Outlet channel for discounted items alongside seasonal promotional events like the Grande Brader ie sale.

Differentiator

Problem solved

Functional benefit

Brands

• Shilton Club: The brand's loyalty program offering points accumulation, rewards redemption, referral bonuses, and VIP tiered membership (Beginner, Bronze, Silver, Gold).

Products and services

• Men's Rugby-Inspired Ready-to-Wear Collection The core product line of sport-chic menswear including polos, t-shirts, chemises, bermudas, pants, sweaters, vests, sweatshirts, jackets, parkas, and accessories, designed in a rugby-inspired aesthetic and offered in sizes S to 6XL for men in France.
• Grande Taille (Big Size) Menswear Collection Extended-size menswear (XL to 6XL) spanning polos, t-shirts, chemises, pulls & gilets, vests & coats, sweatshirts, pants & jeans, and bermudas, addressing the underserved big/tall men's fashion segment.
• Sport Apparel Collection (Rugby and Pétanque) Performance and themed sport apparel including polos sport (French Team, Unity collections with moisture-wicking properties), t-shirts and tank tops, sport sweatshirts, sport vests, joggings, sport shorts, the Pétanque collection (Masters de Pétanque, Pétanque polos and t-shirts), sport bags, and sport accessories.
• Accessories Line Men's accessories including caps and beanies, shoes, belts, scarves, sunglasses, socks and boxers, bags and luggage, and official rugby balls.
• Shilton Club Loyalty Program Customer loyalty program with tiered membership (Beginner, Bronze, Silver, Gold) that rewards purchases with points, offers referral bonuses (€10 for referrer and €10 discount for referred friend), and unlocks exclusive rewards.
• Gift Cards (Cartes-cadeaux) Shilton-branded gift cards available for purchase through the e-commerce platform and boutiques.
• Men's Grooming Products (Soins pour Homme) Men's grooming and personal care products sold in partnership with Les Gars du Sud, offered alongside the apparel range.

Named customers1 record

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

One partnership is on record.

• Rémy MartincoreStrategic or Co-development PartnerBrand ambassador partnership with Rémy Martin, French rugby player with 21 caps for XV de France. Martin publicly endorses the brand, highlighting its quality, style, and size availability for all body types.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Eden Park: Eden Park is a French lifestyle brand built around rugby culture and sells men's sport-chic apparel and accessories through its own e-commerce and retail network. Its heritage, target customer, and rugby-led positioning make it the closest direct peer to Shilton.
• Serge Blanco: Serge Blanco is a French rugby lifestyle brand offering apparel and accessories to sports and fashion consumers. Its rugby heritage, sport-inspired fashion proposition, and similar menswear audience create substantial direct overlap with Shilton.

Broad incumbents

• Le Coq Sportif: Le Coq Sportif is an established French sports and lifestyle apparel brand with retail and e-commerce distribution. It overlaps Shilton on sport-chic menswear, brand heritage, and physical-plus-digital customer access, although its proposition is broader than rugby.
• Lacoste: Lacoste is a French sport and lifestyle brand with apparel, accessories, and a premium sport-inspired identity. It is comparable to Shilton in sport-led menswear merchandising and omnichannel distribution, but operates at significantly greater scale.
• Ralph Lauren: Ralph Lauren offers the Rugby Ralph Lauren line alongside a global menswear and lifestyle assortment. Its sport-inspired apparel and accessories overlap with Shilton's rugby-led positioning, although it is a broader and more premium incumbent.
• Kappa: Kappa is an international sportswear brand selling athletic apparel, footwear, and accessories through retail and e-commerce channels. Its sport-led menswear proposition and omnichannel model are comparable to Shilton, though Kappa is less focused on French rugby heritage.
• Fila: Fila is a global sportswear brand with apparel, footwear, and accessories distributed through online and physical retail. It shares Shilton's sporty menswear positioning and value-oriented product architecture, while serving a much broader international market.
• Decathlon: Decathlon is a French sporting-goods retailer with a large physical and e-commerce footprint and an own-brand sportswear offering. It is comparable through the sports-shopping customer, apparel and footwear assortment, and omnichannel model, but is much larger and more equipment-led.
• JD Sports: JD Sports is a global sports-fashion retailer combining stores and e-commerce around athletic footwear, apparel, and accessories. It overlaps with Shilton's target customer and omnichannel sportswear proposition, although it lacks Shilton's rugby-specific brand identity.
• Foot Locker: Foot Locker is a footwear-led sportswear retailer with physical stores and e-commerce distribution. Its athletic footwear, apparel, and value-oriented sports customer overlap with Shilton, but its assortment is less centered on rugby-inspired ready-to-wear.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/shiltonfrance
• Xx.com/shiltonfrance
• LinkedInlinkedin.com/company/shilton

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Shilton