What Maison Montagut does

Maison Montagut is a 145-year-old French knitwear house (legally BONNETERIE CEVENOLE SAS, headquartered in Guilherand-Granges) that designs, manufactures and sells premium cashmere, merino wool, linen, cotton and proprietary Fil Lumière® knitwear for men and women. The product portfolio spans sweaters, cardigans, jackets, polos, shirts, pants, dresses, accessories, and lifestyle sub-brands (The Essentials, Le Chatelard 1802, Beau Nuage), sold through seasonal collections such as Fall-Winter 2025 (107 SKUs) and Spring-Summer 2026. Production is anchored in in-house French knitting workshops with design led by the Paris style office, and the MailleFuture program bundles circular-economy, responsible-manufacturing, sustainable-fiber and environmental initiatives.

The business operates a direct-to-consumer model through five localized multi-currency storefronts (France, English-speaking markets, Germany, the US and Japan) plus physical boutiques, with international shipping via La Poste and installment payment options (3x/4x without fees). Acquisition relies on social media (Instagram, Facebook, LinkedIn, TikTok, YouTube), the Club Privilège loyalty program with a 10% welcome discount, editorial lookbooks, and collaborations such as Hideout x Maison Montagut aimed at younger demographics. The e-commerce stack is PrestaShop-based and integrates Smartsupp live chat, Google OAuth sign-in, and a Google Gemini API-powered virtual try-on feature ("Cabine d'Essayage") that processes but does not store customer photos. The company is privately held with no disclosed parent, funding, or M&A activity, and is GDPR-compliant while currently non-conformant with French RGAA accessibility standards pending audit.

Name

Maison Montagut

Legal name

BONNETERIE CEVENOLE

Website

https://montagut.com

Company type

Private

Founded year

1880

Operating status

Operating

Headcount range

11–50 employees

Short description

Maison Montagut is an e-commerce website that sells branded clothing and fine knitwear.

Ownership category

akta.pro rank

Product category

Luxury Knitwear

NAICS

Apparel Knitting Mills (3151), Apparel Knitting Mills (31512), Apparel Knitting Mills (315120), Apparel Manufacturing (315)

SIC

Knit Outerwear Mills (2253), Knitting Mills (2250), Women's, Misses', And Juniors Outerwear (2330), Men's & Boys' Furnishgs, Work Clothg, & Allied Garments (2320), Retail-Family Clothing Stores (5651), Retail-Women's Clothing Stores (5621)

akta.pro primary industry

Knitwear & Sweaters Manufacturers (CRAAAAAJ)

akta.pro secondary industry

Scarves/Shawls/Winter Neckwear Manufacturing (IMAOAFAD)

Keywords

• Luxury knitwear
• Cashmere apparel
• Merino wool sweaters
• French fashion maison
• Heritage knitwear brand

Headquarters

HQ city

Paris

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, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: One-time sales of luxury knitwear and accessories through e-commerce and retail stores. Products include cashmere sweaters, merino wool items, linen and cotton garments, and accessories. No subscription model - single transaction purchases with standard retail pricing.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Maison Montagut designs, manufactures, and retails premium French knitwear for men and women, with core products including cashmere sweaters and cardigans (€200-€730+), merino wool knits (€100-€400), and linen/cotton basics (€90-€160), plus accessories and home décor items. The brand operates seasonal collections (Spring-Summer and Fall-Winter) and an Essentials line, made largely in its own workshops using proprietary Fil Lumière® yarn, and sold through its own e-commerce platform and physical boutiques.

Product overview

Maison Montagut is a French knitwear house established in 1880, offering premium clothing and accessories across men's and women's collections. The product portfolio centers on cashmere, merino wool, linen, cotton, and the proprietary Fil Lumière® yarn. Core offerings include sweaters, cardigans, jackets, t-shirts, shirts, and accessories. The company operates through seasonal collections (Spring-Summer, Fall-Winter), with sub-brands including The Essentials (timeless basics), Le Chatelard 1802 (heritage line), and Beau Nuage (lifestyle). The MailleFuture sustainability program encompasses circular economy (MailleCycle), responsible manufacturing (MailleFab), sustainable fibers (MailleFiber), and environmental responsibility (MaillePlanet). Recent collaborations include Hideout x Maison Montagut.

Differentiator

Problem solved

Functional benefit

Brands

• Fil Lumière®: Proprietary lightweight yarn developed by Maison Montagut, used in various garments
• Le Chatelard 1802
• Beau Nuage
• Hideout x Maison Montagut

Products and services

• Women's Knitwear Collection Complete range of women's knitwear and ready-to-wear garments (sweaters, jackets, cardigans, t-shirts, blouses, polos, skirts, dresses, pants, shorts) in multiple neckline and material variants, sold to female consumers seeking premium French knitwear.
• Men's Knitwear Collection Complete range of men's knitwear and ready-to-wear garments (sweaters, jackets, cardigans, polos, t-shirts, shirts, pants, shorts) offered to male consumers seeking heritage French knitwear in multiple materials.
• Cashmere Collection Premium knitwear line made from cashmere fibers, including sweaters, cardigans, jackets, and accessories aimed at consumers seeking high-end luxury knitwear.
• Merino Wool Collection Knitwear products made from merino wool for lightweight warmth and softness, including sweaters, cardigans, and various merino wool-blend garments sold to consumers.
• Accessories Textile accessories (hats, scarves, mittens, foulards) for men and women, plus home décor items and gift products (including cashmere shampoo and gift cards) sold to consumers seeking luxury gifting and home items.
• Fil Lumière® Yarn Collection Garments made from Maison Montagut's proprietary Fil Lumière® lightweight yarn, marketed as a differentiated material offering suited to spring/summer knitwear.
• Fall-Winter 2025 Collection Seasonal knitwear collection for Fall-Winter 2025 offering 107 new men's and women's cashmere and merino wool knitwear pieces designed by the in-house Paris style office.
• The Essentials (Les Essentiels) Curated selection of timeless, essential knitwear pieces in premium materials, designed for lasting wear, sold as the brand's core wardrobe basics to men and women.
• Le Chatelard 1802 Heritage sub-brand collection referencing the historical origins of Maison Montagut's knitting expertise in the Le Chatelard region, offered to consumers interested in heritage knitwear lines.
• Beau Nuage Lifestyle sub-brand collection featured in the women's discovery section, representing a distinctive aesthetic within the Maison Montagut universe and sold as a separate curatorial line to consumers.
• Gift Card (Carte Cadeau) Maison Montagut gift card offered as a premium gifting product, redeemable across the brand's e-commerce platform and physical boutiques.

Quantifiable outcome

• Over 145 years of continuous operation as a family-owned French knitwear house

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability2 records

Feature1 record

Partnerships

Two partnerships are on record, tiered minor and core.

• hideoutminorGTM or Marketing PartnerMaison Montagut × hideout collaboration combining heritage fashion with youth culture. The partnership targets younger demographics through limited edition products and shared social media campaigns ('When Youth Meets Heritage', 'A new chapter begins'). Launched for seasonal collections including Spring-Summer 2026.
• Google LLC (Gemini API)coreTechnology or IntegrationVirtual try-on feature (Cabine d'Essayage) powered by Google Gemini AI API. User photos are transmitted to Google Gemini for AI-generated try-on images. Data transfer is governed by Standard Contractual Clauses (CCT). Photos are not stored beyond immediate processing. Used for e-commerce conversion enhancement.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Loro Piana: Italian heritage luxury cashmere and fine knitwear house, owned by LVMH. Directly comparable as a premium cashmere/wool specialist serving affluent global consumers with timeless knitwear at similar price points to Maison Montagut.
• Brunello Cucinelli: Italian luxury knitwear and cashmere brand with comparable heritage positioning, artisanal craftsmanship narrative, and premium price points. Competes for the same affluent, craftsmanship-driven customer.
• Eric Bompard: French cashmere knitwear specialist with similar positioning to Maison Montagut — French heritage, premium cashmere, and DTC-led distribution. Closest like-for-like French peer in the luxury cashmere category.
• Barrie: Scottish cashmere knitwear house owned by Chanel, specializing in heritage cashmere knitwear production for luxury brands. Directly comparable in product category and heritage craftsmanship positioning.
• Johnstons of Elgin: Scottish heritage cashmere and knitwear manufacturer/retailer founded in 1797. Comparable as a multi-century European heritage knitwear brand offering cashmere, merino, and accessories through DTC channels.
• N.Peal: British heritage cashmere brand offering premium knitwear with timeless design language. Comparable target customer, price band, and DTC-first distribution model.
• Pringle of Scotland: Heritage Scottish knitwear house with deep history in fine-gauge knitwear and cashmere. Comparable as a multi-century European knitwear heritage brand with premium positioning.

Emerging players

• Khaite: US-based emerging luxury fashion brand with strong knitwear category presence and contemporary DTC positioning. Comparable in premium knitwear category overlap and target affluent female demographic.
• The Elder Statesman: Los Angeles-based luxury cashmere specialist focusing on artisanal, vibrant cashmere knitwear. Comparable in premium cashmere positioning with selective distribution and DTC emphasis.

Broad incumbents

• Hermès: French luxury conglomerate with a knitwear and cashmere offering as part of its broader ready-to-wear portfolio. Comparable as a French heritage luxury house serving affluent consumers, though knitwear is not its core focus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/Montagut
• Facebookfacebook.com/maisonmontagut
• LinkedInlinkedin.com/company/maisonmontagut
• Instagraminstagram.com/maisonmontagut
• TikToktiktok.com/@maison.montagut
• Xx.com/maisonmontagut

Compliance3 records

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 Maison Montagut