Alouette
Alouette S.A. is a Greek specialty retailer of baby and children's clothing and accessories (ages 0–16), operating 39 directly owned physical stores across Greece plus the alouette.gr e-commerce platform, with delivery extending to Cyprus via BOX NOW lockers and franchise expansion underway.
- Company typePrivate
- Founded1976
- HeadquartersPeristéri, Greece
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What Alouette does
Alouette S.A. (ΕΤΑΙΡΕΙΑ ΠΑΙΔΙΚΩΝ ΕΝΔΥΜΑΤΩΝ ΑΕ) is a privately held Greek specialty retailer of baby and children's clothing and related products, headquartered in Peristeri (Athens metropolitan area) and operating continuously since 1976. Its core merchandise spans boys' and girls' apparel in three age tiers (0–24 months, 2–5 years, 6–16 years), a dedicated newborn line including dowry sets, children's footwear (carrying brands such as Levi's, Camper, Geox, KicKers and Biomecanics), accessories, toys, and nursery items. The catalogue is organized both as private-label and exclusive licensed-character collections (Paul Frank, Greenwich Polo Club, Hello Kitty, Peanuts, Name It, Gant) and an organic-cotton sub-brand (Lil' Atelier), with seasonal collections such as the Spring Summer 2026 launch.
The company operates an omnichannel model built on 39 directly operated physical retail stores across Greece and an e-commerce storefront at alouette.gr, supplemented by franchising and third-party delivery/logistics partnerships (BOX NOW lockers, Klarna and Viva Wallet integrations). Customer segments are primarily parents of children 0–16 years, with secondary demand from gift buyers (newborn dowry, christening gifts), and pricing is unit-based across tiers typically ranging from €9.90 to €76 per item, with free shipping above €60 and Klarna 3-installment interest-free payments. The company runs an Alouette Member's Card loyalty programme, an E-Gift Card product, and supports demand generation through Facebook, Instagram, Pinterest and YouTube alongside email and digital lookbooks.
The technology layer is a conventional e-commerce retail platform with third-party integrations for payments (Viva Wallet, Klarna) and delivery (BOX NOW); no proprietary AI/ML, data assets, or analytics products are disclosed. Revenue, headcount, M&A and capital structure are not publicly disclosed; there are no funding rounds, subsidiaries, parent companies, or material restructuring actions identified. The operating geography is Greece-domiciled, with delivery reach extending into Cyprus through the BOX NOW locker partnership rather than physical-store international expansion.
Alouette firmographics
Firmographics- Name
- Alouette
- Legal name
- Alouette S.A.
- Website
- https://alouette.gr
- Company type
- Private
- Founded year
- 1976
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Alouette S.A. is a Greek specialty retailer of baby and children's clothing and accessories (ages 0–16), operating 39 directly owned physical stores across Greece plus the alouette.gr e-commerce platform, with delivery extending to Cyprus via BOX NOW lockers and franchise expansion underway.
- Ownership category
- akta.pro rank
Alouette industry classification
Industry- Product category
- Children's Apparel and Baby Products Retail
- NAICS
- Clothing and Clothing Accessories Retailers (458110), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Hobby, Toy, and Game Retailers (459120)
- SIC
- Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651), Retail-Shoe Stores (5661), Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- Kids & Baby Specialty Department Stores (CRAGAGAD)
- akta.pro secondary industries
- Kids’ & Baby Apparel Retail (CRAAABAD), Baby, Kids & Maternity Online Retailers (CRAFADAI), Toddler Apparel (2T–5T) (CRAAAHAB), Underwear & Socks (Children) (CRAAAHAI)
Keywords
Where Alouette is headquartered
LocationHeadquarters
- HQ city
- Peristéri
- HQ country
- Greece
- HQ region
- Europe
Offices1 record
Markets served
Alouette business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Retail Sales - Physical Stores: Revenue generated from sales of baby and children's clothing, shoes, accessories, toys, and nursery products across 39 physical retail locations in Greece.
- E-commerce Sales: Online sales through alouette.gr website, featuring same-day delivery options and multiple payment methods including Klarna installments.
- Franchise Operations: The company offers franchise opportunities, suggesting revenue from licensed store operations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Baby Clothing & Accessories (0-24 months) |
| Unit Pricing | Pay-as-you-go | Children's Clothing (2-16 years) |
| Unit Pricing | Pay-as-you-go | Children's Shoes (by brand) |
| Unit Pricing | Pay-as-you-go | Toys & Nursery Items |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Alouette product offering
Product offeringCore offering
Alouette sells baby and children's clothing, shoes, accessories, toys, and nursery items for children aged 0-16 years through 39 physical retail stores across Greece and a direct-to-consumer e-commerce platform at alouette.gr. The product assortment spans core categories (boys, girls, newborn), licensed brand collections (Paul Frank, Greenwich Polo Club, Hello Kitty, Peanuts, Gant, Name It), and private-label lines (Lil' Atelier, Five Star, Gym Tonic, Moovers). The company also offers franchise opportunities and operates an outlet section plus a loyalty program.
Product overview
Alouette is a Greek e-commerce retailer specializing in baby and children's clothing and products, operating both online and through 39 physical stores. The company offers a comprehensive portfolio spanning core clothing categories for boys (0-24 months, 2-5 years, 6-16 years) and girls (0-24 months, 2-5 years, 6-16 years), along with specialized newborn collections including nursery items and newborn dowry sets. The product range extends to children's shoes featuring third-party brands (Levi's, Camper, Geox, KicKers, Biomecanics), accessories (summer essentials, school items, hair accessories, bags), and toys from various brands (Giochi Preziosi, Scratch, Wilberry, Trefl Puzzle). Alouette also carries licensed brand collections including Paul Frank, Greenwich Polo Club, Peanuts, Hello Kitty, Name It, and Gant, plus sub-brands like Lil' Atelier (organic cotton line), Five Star, Gym Tonic, and Moovers. Additional services include an outlet section for discounted items, E-Gift Cards, and a loyalty program (Alouette Member's Card). The company has been operating for 50 years in the Greek market.
Differentiator
Problem solved
Functional benefit
Brands
- Lil' Atelier: Sustainable children's clothing collection made from organic materials.
Products and services
- Boy Clothing Complete clothing range for boys in three age groups (0-24 months, 2-5 years, 6-16 years), including babygrows, sets, tops, trousers, bermuda shorts, shirts, jackets, cardigans, sleeveless jackets, and pyjamas. Includes shop-by-age navigation and seasonal swimwear collection.
- Girl Clothing Complete clothing range for girls in three age groups (0-24 months, 2-5 years, 6-16 years), including babygrows, dresses, skirts, dungarees, playsuits, sets, tops, shorts, leggings, jackets, cardigans, knitwear, and pyjamas. Includes seasonal swimwear collection.
- Newborn Collection Specialized clothing and accessories for newborns aged 0-12 months, including babygrows, newborn sets, newborn dresses, going-home clothes, going-out clothes, nursery items, newborn dowry sets, and newborn toys (including plush and wooden toys). Designed for new parents and as christening gifts in line with Greek tradition.
- Children's Shoes Children's footwear including sneakers, boots, rain boots, and sandals/flip flops across various sizes. Features third-party brands such as Levi's (€37-€53), Camper (€51-€76), Geox (€23-€69, including licensed Disney/Marvel designs), KicKers (€37-€48), and Biomecanics orthopaedic footwear (€28-€44).
- Accessories Children's accessories for daily and seasonal use, including summer essentials (swimwear, beach towels, drink bottles, hats, flip flops, floaties), school accessories, hair accessories, bags, backpacks, cosmetics, socks, tights, umbrellas, and greeting cards. Also offers Samsonite and American Tourister children's luggage.
- Toys Children's toys for babies through older children, including plush toys, puzzles, table games, crafts, eco and wooden toys, construction bricks, dolls, cuddly toys, and role-play toys. Brand portfolio includes Giochi Preziosi, Scratch, Wilberry, The Puppet Company, WOW Generation, Fehn, Trefl Puzzle, Tryco, Headu, mierEdu, Label Label, and Arias Dolls.
- Nursery Items Baby care and nursery products including towels, baby bath accessories, blankets, bedding sets, teething toys, and baby feeding essentials, designed for parents setting up a nursery for newborns.
- Newborn Dowry Sets Complete newborn dowry sets available for both boys and girls, bundling all essential items for newborns. Newborn dowry for boys and newborn dowry for girls are offered as separate curated collections aligned with Greek cultural tradition.
- Paul Frank Collection Exclusive licensed Paul Frank collection featuring Julius the monkey character, offering baby and children's clothing including swimwear, t-shirts, and accessories available only at Alouette in the Greek market.
- Greenwich Polo Club Collection Branded clothing collection featuring Greenwich Polo Club designs for children, including chinos, tops, and polo shirts, exclusively distributed through Alouette stores and online.
- Lil' Atelier Collection Alouette's private-label sustainable children's clothing line featuring organic cotton items including dresses with coordinating babygrows and denim tops. Targeted at parents seeking sustainable, organic options for babies and young children.
- Outlet Discounted previous-season items including winter and summer collections at reduced prices, available through the e-commerce platform for value-oriented customers.
- Gant Collection Premium licensed Gant children's clothing collection featuring polo shirts with embroidery and quality materials, available at Alouette for parents seeking higher-end apparel.
- Name It Collection Licensed Name It children's clothing brand offering modern designs for babies and children, distributed through Alouette stores and online.
- E-Gift Card Digital gift card service allowing customers to purchase and send gift cards for use on the Alouette platform, suitable for parents and gift-givers shopping for children's apparel.
- Alouette Member's Card Loyalty Program Loyalty program offering exclusive benefits, discounts, and rewards to registered members who shop at Alouette physical stores or alouette.gr.
- Spring Summer 2026 Collection Seasonal fashion collection featuring new styles for the Spring/Summer 2026 season across the baby and children's apparel range, distributed through both physical stores and the e-commerce platform.
Companies that use Alouette
Customer profileSegments3 records
Ideal customer profiles1 record
Alouette technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Alouette partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- BOX NOWcoreBOX NOW provides automated parcel locker delivery service for Alouette's e-commerce orders. Lockers operate 24/7 across Greece, with delivery within 24 hours domestically and 48 hours to Cyprus. Parcels are held for 72 hours with option to extend. This partnership enables Alouette to offer convenient, flexible delivery options to online customers.
- Viva WalletcoreViva Wallet provides the payment processing infrastructure for Alouette's online transactions, enabling secure credit/debit card payments and integration with Klarna installment payment option.
- Levi'sminorLevi's children's footwear collection sold at Alouette stores and online. Product range includes sneakers (€37-€53) and low boots (€52) for children sized 22-35.
- CamperminorCamper children's shoes sold through Alouette. Range includes sandals, sneakers, and boots (€51-€76) for sizes 21-34, emphasizing anatomical design and leather materials.
- GeoxminorGeox children's footwear available at Alouette. Products include sandals, sneakers, and boots (€23-€69) with breathable technology, sized 19-36. Features licensed Disney and Marvel character designs.
- KicKersminorKicKers children's shoes sold at Alouette, including sandals and boots (€37-€48) sized 19-34.
- BiomecanicsminorBiomecanics orthopaedic children's footwear available at Alouette. Products priced €28-€44.80 for sizes 19-31, emphasizing foot health and proper development.
- Paul FrankminorLicensed Paul Frank collection featuring Julius the monkey character, available exclusively at Alouette. Includes swimwear, t-shirts, and accessories.
- Greenwich Polo ClubminorGreenwich Polo Club branded clothing collection sold at Alouette, featuring chinos, tops, and polo shirts for children.
- Lil' AtelierminorLil' Atelier sustainable children's clothing line featuring organic cotton items including dresses with coordinating babygrows.
- Samsonite & American TouristerminorChildren's luggage and bags from Samsonite and American Tourister brands available at Alouette.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Alouette competitors and assessment
Company assessmentDirect peers
- Tape à l'œil: French kids' apparel specialist operating physical stores across multiple countries plus an e-commerce site; similar breadth of licensed and private-label product for ages 0-16 and similar DTC-plus-retail mix.
- Mamas & Papas: UK-based specialist retailer and brand in nursery products, prams, and children's clothing sold through owned stores and online; overlapping in nursery category and premium kids positioning.
- Petit Bateau: Heritage French children's apparel brand with own-store network and DTC e-commerce; comparable category focus on everyday and classic children's clothing with strong brand-equity angle.
- Vertbaudet: France-headquartered multi-channel specialist in children's and maternity apparel, footwear, and nursery items with both own-store and online presence; directly comparable assortment mix and DTC+stores go-to-market versus Alouette.
- Orchestra: European multi-brand specialist retailer of baby and children's clothing with integrated physical store network and own e-commerce site; comparable multi-brand, multi-category kids positioning and store-led distribution model.
- Jacadi: Premium European children's apparel and accessories chain with boutiques and own e-commerce; relevant comparable for the higher-margin, gift-oriented (christening/dowry) end of Alouette's assortment.
Broad incumbents
- H&M (H&M Kids): Global fast-fashion retailer with a large dedicated kids' assortment online and in stores; represents the international mass-market competitive set Alouette faces in the Greek kids clothing market.
- Next: Large UK omnichannel retailer with a substantial children's clothing and nursery category shipped internationally; relevant comparable for the integrated store+online+click-and-collect model Alouette operates.
- Mothercare: Historically the leading global specialty retailer of baby and children's products across both physical stores and online; closest precedent for a multi-country, multi-category kids specialist, and the canonical comparable for Alouette's positioning even though its direct footprint has contracted.
- Zara Kids (Inditex): Inditex's children's line distributed globally online and through Zara stores; key international competitor targeting the same parent demographics in Greece and Cyprus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Alouette social profiles
Digital presenceAlouette financial estimates
Financial estimateRevenue estimate
Valuation estimate
Alouette leadership team
Management profileNumber of profiles
Alouette funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Alouette M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Alouette
What does Alouette do?
Alouette sells baby and children's clothing, shoes, accessories, toys, and nursery items for children aged 0-16 years through 39 physical retail stores across Greece and a direct-to-consumer e-commerce platform at alouette.gr. The product assortment spans core categories (boys, girls, newborn), licensed brand collections (Paul Frank, Greenwich Polo Club, Hello Kitty, Peanuts, Gant, Name It), and private-label lines (Lil' Atelier, Five Star, Gym Tonic, Moovers). The company also offers franchise opportunities and operates an outlet section plus a loyalty program.
Is Alouette a public or private company?
Alouette is a private company. It is classified as unknown and is currently operating.
When was Alouette founded?
Alouette was founded in 1976. It employs 501 to 1,000 people.
Where is Alouette based?
Alouette is headquartered in Peristéri, Greece, in the Europe region.
How does Alouette make money?
Three revenue lines are on record. Retail Sales - Physical Stores are the primary driver. The others are E-commerce Sales and franchise Operations.
Who are Alouette's main competitors?
Direct peers on record are Tape à l'œil, Mamas & Papas, Petit Bateau, Vertbaudet, Orchestra and Jacadi. Broad incumbents are H&M (H&M Kids), Next, Mothercare and Zara Kids (Inditex).
Does Alouette have an API?
No public API is recorded for Alouette.
What industry is Alouette in?
Alouette's product category is Children's Apparel and Baby Products Retail. Its primary akta.pro industry code is CRAGAGAD, Kids & Baby Specialty Department Stores, with a secondary code of CRAAABAD, Kids’ & Baby Apparel Retail. Its NAICS code is 458110 and its SIC code is 5600.