Name

10 DOIGTS

Legal name

10 DOIGTS

Website

https://10doigts.fr

Company type

Private

Founded year

1954

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Arts and crafts retail

NAICS

Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459), Sewing, Needlework, and Piece Goods Retailers (459130), Office Supplies and Stationery Retailers (45941)

SIC

Retail-Hobby, Toy & Game Shops (5945), Wholesale-Paper & Paper Products (5110)

akta.pro primary industry

General Arts & Crafts Supplies Retail (CRALACAA)

akta.pro secondary industries

Kids Crafts & Educational Craft Kits Retail (CRALACAG), DIY Craft Kits & Project Kits Retail (CRALACAH), Seasonal & Holiday Craft Supplies Retail (CRALACAI), Scrapbooking & Paper Crafts Retail (CRALACAD), Arts, Crafts & DIY Hobby Supplies Distribution (CRAOAMAE)

Keywords

• Arts and crafts supplies
• Creative leisure materials
• DIY craft supplies
• School craft supplies
• Creative hobby retail

Headquarters

HQ city

Leers

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through the 10doigts.fr e-commerce website selling arts and crafts supplies directly to consumers. The company operates on a low-price model ('prix bas toute l'année') with thousands of product SKUs across categories including paints, papers, beads, modeling materials, and creative kits.
2. Physical Retail Store: Revenue from walk-in customers at the company's physical store in Leers, France. The store offers exclusive in-store deals and clearance items not available online, with the warehouse attached to the store enabling immediate fulfillment of the full catalog.
3. Phone/Fax/Mail Orders: Revenue from customers who place orders via telephone, fax, or traditional mail. These channels are supported by customer service representatives available Monday-Thursday 8h30-18h00 and Friday 8h30-17h00.
4. Catalog Sales: Revenue from customers who order via printed catalogs, which are available for free delivery to customers. Catalogs cover seasonal themes and product categories.
5. Gift Cards: Sale of gift cards (chèques-cadeaux) in denominations ranging from 10€ to 100€, providing flexible gifting options for customers.
6. Referral Program: The sponsorship/parrainage program provides €5 credit to referrers when their referrals make first orders of €30+, creating a customer acquisition incentive.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

10 DOIGTS is a French family-owned retailer (founded 1954) that sells decorative and creative leisure (loisirs créatifs) supplies through its 10doigts.fr e-commerce platform, a physical store in Leers, and printed catalogs. The catalog spans 25+ craft categories (paints, papers, beads, modeling, scrapbooking, sewing, party supplies, educational kits) and is complemented by an in-house library of 1,500+ free DIY tutorials and 2,000+ coloring pages. The company serves both individual consumers (parents, hobbyists, children) and professionals (schools, daycare centers, municipalities).

Product overview

10 DOIGTS is a French family-owned company established in 1954, specializing in creative leisure supplies (loisirs créatifs) and manual activities. The company operates primarily as an e-commerce platform offering a comprehensive catalog of craft supplies across 25+ major categories including arts plastics, woodworking, candle making, adhesives, cutting tools, drawing/coloring, school supplies, party decorations, stickers, creative kits, books, models, natural materials, sewing, modeling/molding, mosaics, glitter, creative papers, paints, beads/jewelry, scrapbooking, and decorative supports. The product portfolio includes their own branded paints (10doigts acrylic paint, 10doigts gouache) as well as third-party brands like FIMO polymer clay. Beyond retail, 10 DOIGTS provides complementary services including free DIY tutorials (Tutos DIY) with over 1500 step-by-step guides, a print catalog ordering service, and maintains a physical retail store in Leers, France. The company targets both individual consumers and professionals including schools, daycare centers, municipalities, and early childhood educators.

Differentiator

Problem solved

Functional benefit

Products and services

• Arts plastiques (Fine arts supplies) Comprehensive range of arts and crafts supplies including drawing materials, painting supplies, modeling materials, and creative activities for children and adults.
• Bois (Wood craft supplies) Wooden craft supplies including raw materials, embellishments, supports, and decorative wooden objects for various creative projects.
• Bougies (Candle making supplies) Candle making supplies including wax, molds, wicks, fragrances, colorants, and accessories for creating homemade candles.
• Colles et vernis (Adhesives and varnishes) Adhesives and varnishes for various crafting applications including school glues, strong adhesives, spray adhesives, and finishing varnishes.
• Coupes et découpes (Cutting tools) Cutting tools including scissors, craft knives, paper trimmers, and decorative hole punches for various crafting needs.
• Dessin et coloriage (Drawing and coloring) Drawing and coloring supplies including colored pencils, markers, crayons, pastels, chalk, easels, and coloring books for all ages.
• Fêtes et célébrations (Party and celebration supplies) Party and celebration supplies including decorations, balloons, costumes, masks, and materials for events like Christmas, Halloween, birthdays, and weddings.
• Gommettes et stickers (Stickers) Stickers and adhesive decorations including gommettes, themed stickers, educational stickers, and decorative embellishments.
• Kits et coffrets créatifs (Creative kits and gift sets) Creative kits and gift sets containing all materials needed for specific craft projects including jewelry kits, seasonal kits, and educational packs.
• Livres Loisirs Créatifs (Creative craft books) Creative craft books including activity guides, jewelry making books, sewing books, and modeling instructions for various crafting techniques.
• Mercerie créative (Sewing and haberdashery) Creative sewing and haberdashery supplies including threads, needles, fabrics, embroidery materials, knitting supplies, and sewing accessories.
• Modelage et moulage (Modeling and molding) Modeling and molding supplies including clay, polymer clay (FIMO), molding materials, modeling tools, and casting supplies.
• Papiers Créatifs (Creative papers) Creative papers including origami paper, quilling paper, scrapbook paper, cardstock, and specialty papers in various colors and patterns.
• Peintures (Paints) Paint supplies including acrylic paints, gouache, watercolor, fabric paints, glass paints, brushes, and painting accessories from various brands including own-brand 10doigts acrylic and gouache.
• Perles et Bijoux (Beads and jewelry making) Beads and jewelry making supplies including beads of various materials, jewelry findings, cords, wires, and tools for creating handmade jewelry.
• Scrapbooking supplies Scrapbooking supplies including decorative papers, embellishments, albums, stamps, inks, and tools for memory keeping and paper crafting.
• Ecoles, centres de loisirs (School and daycare supplies) Educational and recreational center supplies including school materials, activity kits, and bulk creative packs for classrooms, daycare centers, and youth centers.
• Tutos DIY (Free DIY tutorials) Free online DIY tutorials and step-by-step craft guides covering various techniques and projects for children and adults, with new tutorials added weekly.
• Chèques-cadeaux (Gift cards) Gift cards (chèques-cadeaux) in denominations ranging from €10 to €100, providing flexible gifting options for customers.
• Coloriages à télécharger (Free coloring pages) Over 2,000 free downloadable coloring pages available on the website for children and adults.

Quantifiable outcome

• 4.8/5 average customer rating with 6,500+ reviews on platform
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered supporting.

• NexylansupportingTechnology or IntegrationData hosting provider for 10doigts. Nexylan, based in Roubaix, France, provides secure hosting environment compliant with GDPR standards. Data is stored on Nexylan's servers as well as on internal servers at 10doigts headquarters in Leers.
• HiPaysupportingTechnology or IntegrationPayment processing solution provider enabling secure credit card payments on the 10doigts e-commerce platform.
• La Poste (Colissimo)supportingOthersPrimary carrier for home delivery to personal addresses in France. Provides tracked shipping with Colissimo service and manages missed delivery notices.
• Mondial RelaysupportingOthersPoint relay delivery service used for delivering orders to collection points near customers' homes or workplaces across Europe.
• ChronopostsupportingOthersExpress delivery partner for next-day delivery before 13h00. Used for the company's express shipping option on orders placed before 11h00.
• PayPalsupportingTechnology or IntegrationPayment partner enabling secure PayPal payments including 4x interest-free installments for retail customers on orders starting from €59.
• Apple PaysupportingTechnology or IntegrationMobile payment solution integrated for Apple device users enabling quick, secure checkout on the 10doigts website.
• DOM-TOM DistributorssupportingChannel Partner/ Reseller/ DistributorRegional distributors for French overseas territories: Tahiti Jeunesse Odyssee (French Polynesia), La Maison des Livres (Mayotte), SOPE (Reunion), Fournibur Majuscule (Martinique and Guadeloupe).

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Hema: Dutch-headquartered variety retailer with a strong own-brand assortment in stationery, kids' crafts, and creative hobby products across Benelux, France, and other European markets. Comparable in customer base (families, schools) and price-point positioning, though broader in category focus.

Direct peers

• Rougier & Plé: Long-established French retailer of arts, crafts, hobbies, and creative supplies, with both e-commerce and physical store presence. Rougier & Plé targets the same families, schools, and hobbyist customers with overlapping assortment in drawing, painting, modeling, and creative kits.
• Cultura: France's leading specialty retailer of arts, crafts, and creative leisure products, operating both a large e-commerce platform and a network of physical stores. Cultura is 10doigts' most direct French competitor across the same product categories, target customers (families, schools, hobbyists), and creative-activity content/community model.
• Scrapcooking: French specialist in scrapbooking, creative papers, and decorative crafts, with an e-commerce-first model. Direct overlap with 10doigts' scrapbooking, paper crafting, and creative kit categories serving hobbyist crafters.
• Panduro: Leading Northern European arts and crafts retailer with strong e-commerce and a deep assortment in creative hobbies, DIY kits, and seasonal crafts. Panduro is a strong cross-border comparable given 10doigts' international shipping footprint and overlap in craft kit, paper, and decorative categories.
• Creavea: French online specialist in arts and crafts supplies and creative leisure, serving both individual hobbyists and educational institutions. Creavea competes head-to-head with 10doigts on SKU coverage, pricing, and tutorials-based content marketing for the French DIY and school market.
• Perles & Co: French online specialist in beads, jewelry-making, and creative haberdashery, with strong tutorial content and a community of hobbyists. Overlaps with 10doigts' 'Perles et Bijoux' and 'Mercerie créative' categories and competes for the adult hobbyist segment.

Others

• La Redoute: Major French e-commerce retailer with an established craft and DIY category. While broader in assortment, La Redoute overlaps with 10doigts in selling creative hobby and home décor materials to French consumers and competes for the same lifestyle/DIY customer segment.

Broad incumbents

• Etsy (France): Global marketplace for handmade and craft supplies, with a meaningful French customer base. Competes with 10doigts for adult hobbyists and DIY consumers seeking creative materials, though it is a marketplace rather than a vertically integrated retailer.
• Amazon Handmade (and Amazon.fr Hobby & Craft): Pan-European e-commerce incumbent with a deep craft and hobby assortment and dominant logistics network. Competes with 10doigts on price, breadth, and delivery speed, particularly for commodity craft supplies, even if it lacks the curated creative content ecosystem.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/10Doigts

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 10 DOIGTS