What DU PAREIL AU MEME does

DU PAREIL AU MEME (DPAM) is a privately-held French children's apparel retailer founded in 1986 and headquartered in Massy, France. The company designs, produces, and merchandises clothing, accessories, swimwear, sleepwear, and infant care items for children from birth to 12 years old, organized across three core age-based lines (Naissance 0–9 months, Bébé 3–36 months, and Enfants 3–12 years) and segmented sub-collections including the value-oriented Prix Ronds line, the soft urban Urban Soft collection, and the playful Colorful Play collection. The business generates revenue exclusively through unit-priced retail sales of physical goods, with no service, subscription, or wholesale streams disclosed.

DPAM operates a hybrid distribution model combining a network of 100+ owned and franchised physical boutiques with a direct-to-consumer e-commerce platform built on Shopify, supplemented by a Click & Collect service that bridges online ordering and in-store pickup. Geographic coverage spans France, Germany, Belgium, Spain, Italy, and Portugal, with franchise partnerships enabling capital-light market entry. Pricing spans approximately €4.99 for basic accessories to €27.99 for premium items, supported by installment payments, a loyalty program, and seasonal promotions reaching up to -60%.

The company's primary customer segment is parents of children aged 0–12, primarily mothers seeking affordable, fashionable, and durable everyday and occasion wear. Marketing is executed through email newsletters with discount incentives, social media, in-store touchpoints, and seasonal promotional campaigns. No parent company, institutional investors, funding rounds, M&A activity, leadership changes, AI/ML capabilities, or third-party partnerships were disclosed in the source material, and no revenue or financial figures were reported.

Name

DU PAREIL AU MEME

Legal name

Du Pareil Au Même

Website

https://dpam.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

DU PAREIL AU MEME (DPAM) is a privately-held French children's apparel retailer designing and selling clothing, accessories, swimwear, and infant care items for children aged 0–12 through 100+ owned and franchised boutiques and a Shopify-powered e-commerce platform across six European countries.

Ownership category

akta.pro rank

Headquarters

HQ city

Massy

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail Sales: DPAM generates revenue through direct retail sales of children's clothing and accessories from birth to 12 years. Products are sold through owned and franchised physical retail stores across Europe as well as through the company's e-commerce platform at dpam.com.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

DU PAREIL AU MEME designs, produces, and retails children's clothing and accessories from birth through 12 years of age, including baby layette, infant care items, swimwear, sleepwear, and themed collections (Urban Soft, Colorful Play, Prix Ronds). Products are sold directly to consumers through more than 100 physical retail stores across Europe and the dpam.com e-commerce site, supplemented by gift cards and a loyalty program.

Product overview

DPAM (Du Pareil Au Même) is a French children's clothing and accessories retailer operating a unified e-commerce platform built on Shopify. The company serves children from birth to 12 years old through three main product lines: Vêtements Enfants (clothing for ages 3-12), Vêtements Bébé (clothing for ages 3-36 months), and Collection Naissance (birth essentials for 0-9 months). The product portfolio also includes accessories, swimwear, sleepwear, and puériculture (infant care) items. DPAM organizes its offerings into branded collections including Urban Soft (soft urban aesthetics), Colorful Play (vibrant patterns), and Prix Ronds (value-focused pricing), with an additional gift cards offering. The company operates primarily in France with expansion to neighboring European markets including Germany, Belgium, Spain, and Italy.

Differentiator

Problem solved

Functional benefit

Products and services

• Vêtements Enfants (3-12 ans) Clothing for children aged 3 to 12 years, including dresses, T-shirts, jackets, pants, jeans, leggings, swimwear, and pajamas for both girls and boys.
• Vêtements Bébé (3-36 mois) Clothing for babies aged 3 to 36 months including bodies, ensembles, T-shirts, sweaters, pants, dresses, swimwear, and sleepers.
• Collection Naissance (0-9 mois) Clothing and essentials for newborns from birth to 9 months, including bodies, pajamas, ensembles, swaddle blankets, socks, hats, bibs, and toys.
• Accessoires Enfants Accessories including hair accessories, hats, sunglasses, jewelry, bags, and winter accessories (hats, scarves, gloves) for children.
• Accessoires Bébé Baby accessories including hats, headbands, and winter accessories.
• Puériculture Infant care items including swaddle blankets, sleep sacks, socks, hats, bibs, toys, and toiletries bags.
• Maillots de Bain Enfants Swimwear for children including one-piece swimsuits, two-piece sets, swim shirts with UPF 50+ protection, and beach shorts.
• Pyjamas et Nuit Sleepwear and nightwear including pajamas, underwear, socks, and tights for children and babies.
• Collection Urban Soft A specific collection featuring soft, urban-style clothing with gentle colors and graphic lines.
• Collection Colorful Play A vibrant collection with colorful designs and playful patterns for children.
• Prix Ronds A value-focused collection offering clothing for ages 0-12 years at reduced price points.
• E-carte Cadeau (Gift Cards) Digital and physical gift cards available in various denominations for gifting purposes.

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Carter's Inc. Largest US-based specialty retailer of apparel for babies and young children, with growing international wholesale and online presence. Comparable to DPAM in age range and category focus, though primarily serving the US market and via wholesale.
• Mothercare: British heritage retailer of products for parents and young children, with international franchise and online operations. Comparable to DPAM on early-childhood demographic focus and multichannel model, though broader in category (furniture, feeding, travel).
• H&M Kids (H&M Group): Mass-market kids' apparel line of H&M, present globally with strong value positioning and frequent collaborations. Competes with DPAM on price and demographic coverage, but with vastly greater scale and supply-chain leverage.
• Zara Kids (Inditex): Children's line of Inditex's flagship Zara brand, offering trend-led apparel at competitive prices across hundreds of global stores. Overlaps DPAM on age range and price but benefits from a much larger parent platform and faster trend cycles.

Direct peers

• Vertbaudet: French children's apparel and maternity retailer with strong e-commerce heritage across Europe. Comparable to DPAM in target customer (parents of young children) and product breadth, with a heavier digital orientation.
• Okaïdi (IDKids Group): French children's apparel and accessories retailer under IDKids Group serving babies through tweens across Europe. Competes directly with DPAM in physical stores and online within the same European geographies and price tier.
• Petit Bateau: Iconic French children's clothing brand offering apparel from birth through teens, with both physical stores and e-commerce across Europe. Closest direct comparator to DPAM in terms of heritage, demographic coverage, and French specialty children's apparel positioning.
• Tape à l'œil: French children's apparel retailer operating across Europe with a value-oriented, family-focused positioning and omnichannel presence. Highly comparable to DPAM in customer segment (birth to ~12), price band, and franchise/store model.
• Catimini: French-origin children's fashion brand (now under Yenicom/Natalys group) offering colorful apparel and accessories for babies and children up to 12. Overlaps DPAM on aesthetic, age range, and European distribution.
• Orchestra-Prémaman: Large French-headquartered multichannel retailer specializing in apparel and products for children from birth to 14 years, with a broad European footprint. Directly comparable to DPAM on demographic range, omnichannel model, and price positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/du-pareil-au-meme

Revenue estimate

Valuation estimate

Number of profiles

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 DU PAREIL AU MEME