What Roussel does

Rouxel (legal entity: ROUXEL SECAMA SAS) is a privately held, family-owned French B2B distributor founded in 1974 and headquartered in Rieux, Morbihan, that supplies professional equipment and consumables to small and medium-sized businesses. The company sells a catalog of over 15,000 product references organized into 16 families — including store furniture and shelving systems, mannequins and bust forms, boutique and food packaging, shipping packaging, signage and labeling, stationery and office supplies, checkout and security equipment, handling and storage, hygiene products, and seasonal event merchandise — as well as a custom personalization service for branded bags, labels, and packaging from small minimum order quantities. Its customer base spans retail stores and boutiques, market and trade-show vendors, foodservice and bakery professionals, CHR (hotels, restaurants, cafés), and offices and public institutions.

Rouxel monetizes primarily through one-time B2B product sales distributed across a hybrid channel mix: 15 physical retail stores across France serve as showrooms and pickup points, franchise affiliates extend the brand into DOM-TOM territories (La Réunion, Martinique, Guadeloupe), the rouxel.com e-commerce site (representing approximately 25% of revenue and operating 24/7) handles online orders, and a phone/mail order desk supports traditional procurement. Distribution is executed from a 40,000 m² logistics platform in Rieux, enabling 48-hour delivery in mainland France with a 95% on-time rate via logistics partners DPD and GEFCO, with secure payment processing handled by Crédit Agricole / Linxo Connect.

The underlying technology is conventional rather than proprietary: a standard B2B e-commerce storefront, third-party analytics (Google Analytics 4, Microsoft Clarity, Matomo, Kameleoon for A/B testing), and marketing tooling (Google Ads, social platforms including Facebook, Instagram, Pinterest, LinkedIn, and TikTok). The company is family-managed — Gwenaël Rouxel serves as Directeur Général and Jean-Marie Rouxel as Data Protection Officer — with nearly 120 employees and €1,020,000 in registered share capital, and shows no disclosed external investors, funding rounds, M&A activity, or proprietary AI/ML capabilities.

Name

Roussel

Legal name

ROUXEL SECAMA

Website

https://rouxel.com

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

11–50 employees

Short description

Rouxel (ROUXEL SECAMA) is a family-owned French B2B distributor founded in 1974 that supplies over 15,000 SKUs of store fixtures, packaging, mannequins, stationery, hygiene, and food packaging to SMB professionals across retail, foodservice, market, CHR, and office segments via 15 physical stores, an e-commerce site, and DOM-TOM franchise affiliates.

Ownership category

akta.pro rank

Product category

B2B Distribution of Professional Equipment and Supplies

NAICS

General Merchandise Retailers (455)

SIC

Retail-Misc General Merchandise Stores (5399), Retail-Catalog & Mail-Order Houses (5961)

akta.pro primary industry

Retailer & Small-Store Supply (C-Store, Mini-Mart, Independent Retail) (CRAEAEAD)

akta.pro secondary industry

Office, Janitorial & Facility Supplies (B2B) (CRAEAEAE)

Keywords

• B2B distribution supplies
• Store fixtures equipment
• Professional packaging products
• Retail display mannequins
• HORECA furniture supplies

Headquarters

HQ city

Rieux

HQ country

France

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. B2B product sales — physical retail: Revenue generated from sales of professional equipment, store fixtures, packaging, and supplies through 15 physical store locations across France, including via franchise affiliates in DOM-TOM (La Réunion, Martinique, Guadeloupe). Physical retail is the dominant channel.
2. B2B product sales — e-commerce: Revenue from online orders placed through rouxel.com (7 days a week, 24 hours a day), representing approximately 25% of total company revenue. Customers can order by browsing categories or using quick-order functionality with product references.
3. Catalog and phone/mail sales: Traditional B2B sales via printed catalogs (multiple themed catalogs: General, Market Equipment, Papeterie, Christmas, etc.) and telephone/mail orders, serving customers who prefer non-digital purchasing channels.
4. Custom personalization services: Customization services for products such as bags and labels with company logos or branding, offered as an upsell/add-on to product sales. Personalized products available in small quantities.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels10 records

Core offering

Rouxel is a B2B distributor of professional equipment and supplies for retailers, foodservice operators, market vendors, hospitality businesses, and offices. Its assortment spans store furniture and shelving, mannequins and busts, boutique and food packaging, shipping supplies, signage, labeling, stationery, checkout and security equipment, handling and storage, hygiene, decoration, and seasonal event products — over 15,000 SKUs in stock. Sales occur through 15 physical stores across France, the rouxel.com e-commerce site, telephone and mail/catalog channels, and DOM-TOM franchise affiliates.

Product overview

Roussel (ROUXEL) is a B2B distributor offering a comprehensive portfolio of professional equipment and supplies for retail, food service, and business operations. The offering consists of 16 core product categories organized around store fitting, packaging, office supplies, and operational equipment. Key product families include: Mobilier Magasin (store furniture and shelving systems including Ligne Square 25, Ligne Store, and Ligne Gondoléko), Emballage (packaging solutions for retail, food, shipping, and seasonal events), Mannequin et Buste (display mannequins and forms), Matériel Boutique et Marché (market and boutique equipment, shopping carts, clothing racks), and Papeterie et Bureau (stationery and office supplies). The company operates both physical retail locations and an e-commerce platform, with over 15,000 product references in stock. A personalization/customization service for bags, labels, and packaging is available for branding purposes.

Differentiator

Problem solved

Functional benefit

Products and services

• Mobilier Magasin (Store Furniture) Store furniture and shelving systems for retail: modular display systems, gondola shelving, display furniture, checkout counters, store showcases, display grids, slatwall panels, accessories, and dedicated furniture lines (Ligne Square 25, Ligne Store, Ligne Gondol\u00e9ko, Ligne Authentique). Used by retail store owners and visual merchandisers to fit out or refresh commercial spaces.
• Matériel Boutique et Marché (Boutique and Market Equipment) Equipment for boutiques and outdoor markets: market equipment (tents, parasols, stalls), shopping baskets, store carts/caddies, clothing racks, hangers, fitting rooms, mirrors, display stands, jewelry displays, steam garment care, and sewing accessories. Used by market vendors, fair operators, and boutique owners.
• Mannequin et Buste (Mannequins and Busts) Display mannequins and bust forms for retail stores: full mannequins, bust mannequins, heads, legs and feet, bustiers and buttocks forms, and hanger busts. Used by fashion and apparel retailers for in-store product display.
• Emballage Boutique (Boutique Packaging) Packaging for boutiques and gift wrapping: kraft bags, film/luxury bags, plastic bags, textile/reusable bags, gift papers, gift pouches, gift boxes, gift tags, ribbons and bolducs, wrapping accessories, tissue papers, and florist supplies. Used by retailers for customer packaging and gift presentation.
• Emballage alimentaire (Food Packaging) Food-grade packaging for bakeries, pastry shops, restaurants, and takeaway: food containers, take-away packaging, food bags and sachets, bakery and pastry packaging, confectionery packaging, food films and papers, vacuum machines and bags, disposable tableware, and napkins. Used by foodservice operators and bakeries.
• Contenants et coffrets (Containers and Gift Boxes) Premium containers and gift packaging: themed product collections, cylindrical bottles and jars, wooden boxes, wine merchant bottle containers, gift baskets, baskets and trays to garnish, cushioning fibers, and wickerwork. Used by wine merchants, gourmet retailers, and gift shops.
• Emballage d'expédition (Shipping Packaging) Shipping and postal packaging: American cartons, stretch films, shipping boxes (including boxes with adhesive strips), postal envelopes, bubble envelopes, postal tubes, plastic shipping pouches, bubble wrap, cushioning particles, kraft and corrugated cardboard, parcel scales, adhesive tapes, shipping markers, strapping, elastic bands, and twines. Used by e-commerce and mail-order businesses.
• Signalétique, Affichage (Signage and Display) In-store signage and display materials: event displays, cables and display systems, display stands, POS and price displays, poster holders, brochure holders, signage plates, adhesive letters and numbers, badges, and urns. Used by retailers and event organizers for in-store communication.
• Étiquetage (Labeling) Labeling products and equipment: manual labelers, label printers, tagging guns and needles, electronic label makers, fluorescent labels and cards, standard labels, food labels, label holders, and price boxes. Used by retailers for product identification and pricing.
• Papeterie et Bureau (Stationery and Office Supplies) Stationery and office supplies: office furniture, office equipment, clipboard and document holders, filing and archiving, stationery, office supplies, writing and correction, envelopes and correspondence, stamps, manifolds, event tickets and bracelets, and office ergonomics. Used by offices, institutions, and administrative organizations.
• Encaissement, Sécurité (Checkout and Security) Checkout and security equipment: cash registers, mobile checkout, receipt paper rolls, counterfeit detectors, coin boxes, money bags, cash drawers, coin changers, safes, counter accessories, fire extinguishers, guidance systems, anti-theft systems, security boxes and padlocks, store surveillance, and first aid kits. Used by retailers and offices for point-of-sale and security.
• Manutention, Stockage, Electricité (Handling, Storage, Electrical) Handling, storage, and electrical equipment: handling equipment, stepladders and platforms, storage shelves, plastic bins, lockers, accessibility solutions, and electrical supplies. Used by retailers, warehouses, and offices for back-of-house operations.
• Hygiène et entretien (Hygiene and Cleaning) Hygiene and cleaning products: cleaning equipment, cleaning products, dispensers and papers, professional trash bins, trash bags, ashtrays, mats, umbrella stands and baskets, and personal hygiene supplies. Used by retailers, hospitality businesses, and offices.
• Évènements saisonniers (Seasonal Event Supplies) Seasonal event supplies for retail: sales displays, wine fairs, Pink October, Black Friday, Christmas gift packaging, Valentine's Day, Easter, French Days, Mother's Day, and Father's Day products. Used by retailers for seasonal merchandising.
• Décoration (Decoration) Decoration items for retail and events: decorative accessories and objects, nautical decorations, artificial plants and flowers, artificial food, feathers, balloons and party accessories, French flags, and floor coverings, fabrics and curtains. Used by retailers and event organizers for visual merchandising.
• Personnalisation de produits (Product Customization Service) Customization service allowing businesses to personalize products like kraft bags, cotton or jute bags, labels, stamps, shipping boxes, insulated bags, and garment covers starting from small quantities. Free quotes are offered for custom personalization projects. Used by retail and foodservice businesses seeking branded packaging.

Quantifiable outcome

• 95% of mainland France deliveries completed within 24–48 hours (2 business days)
• +2 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration16 records

Partnerships

13 partnerships are on record, tiered core operational partner, core financial partner, supporting marketing partner, infrastructure partner, minor content partner, minor social media marketing partner, minor b2b social media marketing partner and minor visual marketing partner.

• DPDcore operational partnerOthersLogistics and delivery partner. DPD handles a portion of customer order deliveries from Rouxel's logistics platform. Delivers to 'pas de porte' (building entrance) of customer premises across France.
• GEFCOcore operational partnerOthersLogistics and delivery partner. GEFCO handles a portion of customer order deliveries from Rouxel's logistics platform. Specializes in freight and vehicle logistics, complementing DPD for larger or specialized shipments.
• Crédit Agricole / Linxo Connectcore financial partnerOthersPayment services provider. Processes all secure credit card transactions on the rouxel.com website. Linxo Connect (Crédit Agricole Payment Services subsidiary) handles instant and standard bank transfers for online orders. No card data is stored by Rouxel. Linxo Connect sets no transfer limit (though the customer's bank may impose one).
• Google Adssupporting marketing partnerGTM or Marketing PartnerPaid search and online advertising platform. Multiple Google Ads cookies track conversions, campaign performance, user behavior, and enable remarketing on the rouxel.com website and across Google's display network.
• Google Analytics 4supporting marketing partnerGTM or Marketing PartnerWeb analytics service used to analyze website traffic and user behavior. Provides data on most-visited pages, user navigation patterns, and content performance to inform marketing and site optimization decisions.
• Microsoft Claritysupporting marketing partnerGTM or Marketing PartnerBehavioral analytics and heatmap tool used to understand how users navigate the website, evaluate content performance, and detect potential navigation issues. Helps improve user experience and conversion optimization.
• Kameleoonsupporting marketing partnerGTM or Marketing PartnerA/B testing and real-time corrective testing platform. Used to launch live experiments on the website to optimize user experience, test hypotheses, and improve site performance based on visitor behavior data.
• IKOULA NETinfrastructure partnerTechnology or IntegrationWeb hosting provider. Ensures the availability and performance of the rouxel.com website. IKOULA NET is a French web hosting and cloud services company (SAS, capital €181,260, RCS Paris No. 417 680 618, 2 Cité de Paradis, 75010 Paris).
• YouTube (Google)minor content partnerOthersThird-party content integration. YouTube videos may be embedded on the website (e.g., product videos, promotional content). YouTube cookies track user interactions with video content for analytics and advertising purposes.
• Facebook / Instagram (Meta)minor social media marketing partnerGTM or Marketing PartnerSocial media platforms where Rouxel maintains active profiles (@Rouxel-équipement on Facebook, @rouxelequipement on Instagram). Meta cookies track user behavior for advertising personalization and audience targeting purposes.
• LinkedIn (Microsoft)minor b2b social media marketing partnerGTM or Marketing PartnerB2B professional social network where Rouxel maintains a company page (@rouxel-secama). Used for employer branding, recruitment, and professional networking. LinkedIn cookies track engagement for analytics and advertising.
• Pinterestminor visual marketing partnerGTM or Marketing PartnerVisual discovery platform where Rouxel maintains a profile (@magasinsrouxel). Used for showcasing store decoration, packaging inspiration, and seasonal displays. Pinterest cookies track engagement for personalization and analytics.
• TikTok (ByteDance)minor social media marketing partnerGTM or Marketing PartnerShort-form video platform. TikTok cookies track user interactions for analytics and advertising personalization on the platform. TikTok content may be embedded on rouxel.com.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Manutan: France-headquartered B2B distributor of equipment and supplies to businesses across multiple categories (handling, storage, packaging, office, hygiene). Direct overlap with Rouxel in product categories, customer base (SMB professionals) and multichannel distribution model, but at much larger scale and European scope.
• Raja: French B2B specialist in packaging, shipping supplies, and workplace equipment serving SMB and mid-market customers. Highly comparable to Rouxel in product mix (packaging, shipping, hygiene, store supplies) and customer profile, with stronger scale and a broader European footprint.
• Calipage: French B2B office supplies distributor serving SMB and mid-market customers through catalog and e-commerce. Closely comparable to Rouxel in office supplies, stationery, and SMB targeting, though with a narrower product range.
• Bureau Vallée: French discount retail chain specializing in office supplies, stationery, and school/office consumables. Comparable to Rouxel in stationery/office category and SMB targeting, with a heavier physical-store emphasis (200+ stores) versus Rouxel's 15.
• Bruneau: French B2B supplier of office supplies, furniture, and workplace equipment. Overlaps directly with Rouxel's 'Papeterie et Bureau', office furniture, and hygiene categories, serving similar SMB and mid-market office customers via catalog and e-commerce.

Emerging players

• Brady Corporation: Specialist in labeling, signage, and identification solutions for industrial and retail environments. Comparable to Rouxel's 'Étiquetage' and 'Signalétique' categories with deeper specialization in labeling technology.

Broad incumbents

• Amazon Business: Global B2B marketplace offering office, packaging, cleaning, and facility supplies to professional buyers. Competes with Rouxel on price, assortment depth, and delivery speed for French SMB customers; a structural threat to traditional B2B distributors.
• Lyreco: Large European B2B distributor of workplace supplies, office products, and facility solutions. Comparable to Rouxel in office, hygiene, and SMB/mid-market workplace categories, but at significantly larger scale, broader European footprint, and deeper enterprise contracts.
• Staples Solutions: European B2B arm of Staples covering office supplies, facility products, and workplace essentials. Comparable to Rouxel in office and SMB supply categories, with a stronger digital platform and broader catalog.

Regional players

• Manutan Collectivités: Manutan's public-sector-focused subsidiary supplying French municipalities, schools, and institutions. Comparable to Rouxel's 'Offices and institutions' customer segment and adjacent product categories (furniture, stationery, hygiene, security).

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/rouxel-secama
• Instagraminstagram.com/rouxelequipement
• Pinterestpinterest.fr/magasinsrouxel
• Xx.com/rouxel_magasins

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 Roussel