Héroïne

What Héroïne does

Héroïne is a Paris-headquartered brand experience agency founded in 2019/2020 by Rémi Le Druillenec and Quentin Obadia, with a regional office in Dubai. The firm exclusively serves luxury Maisons — across fashion (Chanel, Dior, Hermès, Bottega Veneta, Louis Vuitton, Chloé), jewelry and watches (Cartier, Boucheron, FRED, Montblanc), beauty (Vichy, Clarins, Galénic, MAC), haute parfumerie (Amouage, Goutal), and wines and spirits (Moët & Chandon, Glenfiddich, The Balvenie, Louis XIII) — as well as conglomerates LVMH and L'Oréal. Its core offering combines strategic consulting (Conseil) and retail/spatial design (Design) to design, pilot, and measure brand experiences that convert customer interactions into measurable performance.

The agency's central technology is its proprietary R.O.X.™ (Return On eXperience) methodology, a measurement and strategy framework organized around five pillars — Immersion, Usage, Preuve (Proof), Service, and Partage (Sharing) — that quantifies emotional connection, brand ecosystem coherence, desirability, engagement, and memorization across customer touchpoints. Héroïne has codified this methodology in two published books ("Le Magasin est-il mort?" and "Le PRODUIT est-il mort?") and reinforces its thought leadership through the SUBJECTIVE editorial media platform, the Power Couple podcast, and Perspective salon events for luxury and beauty decision-makers.

Héroïne operates as a B2B professional services firm on a project-based, enterprise engagement model. Services are custom-priced and not publicly disclosed; client acquisition is driven by direct outreach, industry reputation, referrals, and PR presence in outlets such as WWD, Fashion Network, Luxus+, and Le Journal du Luxe. The firm is privately held, self-funded (no disclosed institutional investment), with stated headcount of 20+ employees and an explicit six-year track record of continuous growth culminating in the 2024 Middle East expansion.

Name

Héroïne

Legal name

Héroïne

Website

https://heroine.paris

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Héroïne is a Paris- and Dubai-based brand experience agency that designs, pilots, and measures retail and customer experiences for luxury Maisons across fashion, jewelry, beauty, and spirits using its proprietary R.O.X.™ methodology and dual consulting-and-design service model.

Ownership category

akta.pro rank

Product category

Brand Experience Consulting

NAICS

Advertising Agencies (54181), Graphic Design Services (541430)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Brand Activations & Experiential Campaign Design (MPAAAGAA)

akta.pro secondary industries

Activation/Experiential Creative Agencies (MPAAAAAO), Luxury Retail & Clienteling (Boutiques/Omnichannel) (CRAKAFAM)

Keywords

• Brand experience consulting
• Retail design services
• Luxury brand strategy
• Experience measurement
• Customer journey design

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Brand Experience Consulting: Strategic consulting services for luxury brands to design, pilot, and measure brand experiences. Includes audits, competitive analysis, strategic recommendations, and operational programming of experiences.
2. Retail Design Services: Design services including retail space design, flagship concepts, pop-up activations, visual merchandising, and brand environment creation.
3. Experience Strategy: Strategy services helping luxury brands create experiences that serve overall brand strategy, including customer journey design and omnichannel ecosystem planning.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

Héroïne is a brand experience agency that accompanies luxury Maisons in transforming their customer experience through two core service lines: Conseil (strategic consulting) and Design (retail and spatial design). The agency uses its proprietary R.O.X.™ (Return On eXperience) methodology to strategize, program, and design customer journeys across all channels, helping luxury brands create experiences that drive performance, loyalty, and desirability.

Product overview

Héroïne is a brand experience agency with two core service offerings: Conseil (strategic consulting) and Design (retail/spatial design). The agency's proprietary R.O.X.™ methodology serves as its strategic framework for measuring and optimizing brand experience across five pillars. The company also operates SUBJECTIVE, its editorial media platform, and produces content including the Power Couple podcast and published books. The agency works exclusively with luxury houses on transforming customer experiences across physical retail environments.

Differentiator

Problem solved

Functional benefit

Brands

• SUBJECTIVE: Héroïne's media platform featuring perspectives on experience and luxury, published monthly with singular viewpoints on brand experience topics.
• R.O.X.™ (Return On Experience)

Products and services

• Conseil (Consulting) Strategic consulting services including brand experience strategy, retail strategy, brand ecosystem design, experience programming, and operational experience deployment for luxury houses.
• Design Retail design, spatial design, store concept development, flagship design, pop-up activation design, visual merchandising, and sensory experience design services for luxury brands.
• R.O.X.™ (Return On eXperience) Methodology

Quantifiable outcome

• Vichy conversion rate boost and 49% revenue increase through V-Zone concept implementation
• +1 more outcomes

Named customers22 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• AmouagecoreStrategic or Co-development PartnerLong-standing partnership with Omani luxury fragrance house for flagship retail design across Oman, China, and USA. Created immersive retail experiences including 'The Wadi' in Beverly Hills, 'The Sillage' in Shanghai, and flagship in Muscat. Each project translates Omani cultural heritage into luxury retail experiences.

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Gensler: Global architecture and design firm with a large retail and consumer experience practice serving luxury and premium brands. Comparable for its retail design and brand experience capabilities, though operating at a much larger scale and broader scope.
• Landor & Fitch: Global branding and design consultancy (WPP) with a sizable luxury and retail practice. Comparable as a broader incumbent offering brand strategy, identity and experience design, but not exclusively luxury-focused.
• Jack Morton Worldwide: Global experiential marketing agency (IPG) producing brand experiences, events and pop-ups for major consumer and luxury brands. Comparable as a scaled experiential incumbent competing for luxury experience budgets.

Direct peers

• RKS Design: US-based design and innovation firm with a strong retail and brand experience practice for consumer and luxury clients. Comparable for its combination of strategy, brand and retail space design work.
• Bureau Betak: Paris-based event production house renowned for runway shows, brand experiences and immersive installations for Dior, Chanel, Bulgari and other luxury houses. Comparable as a French luxury experience specialist with a design-meets-event offering.
• Centdegrés: Paris-based branding and design agency specialized in luxury, fragrance, beauty and wine & spirits. Comparable as a French-headquartered agency combining brand strategy, identity and retail/environmental design for luxury Maisons.
• StudioXAG: London-based experiential design and production agency creating flagship, pop-up and window installations for luxury and beauty brands (e.g., Hermès, Charlotte Tilbury, Burberry). Directly comparable as a retail-experience design specialist.
• Villa Eugénie: Paris-based event and brand experience agency producing high-end productions for luxury and fashion brands (e.g., Chanel, Dior, Hermès, Louis Vuitton). Comparable as a French experiential agency translating brand strategy into luxury physical experiences.
• BETC: Paris-based creative agency (Havas network) with a strong luxury and experiential practice serving brands like Chanel, Louis Vuitton and L'Oréal. Directly comparable as a French-headquartered agency combining strategy, creative and activation work for luxury Maisons.
• Mazarine: Paris-based luxury creative agency offering brand strategy, content, retail design and event experiences for Maisons such as Chanel, Dior, Saint Laurent and Hermès. Closely matches Héroïne's Conseil + Design dual model serving top luxury houses.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/heroine-retail-experience
• Instagraminstagram.com/heroineexperience

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Héroïne