Emoi-emoi
émoi émoi is a Paris-based, direct-to-consumer French fashion and lifestyle brand (founded c. 2016, 11–50 employees) selling family-matching apparel, jewelry, homeware and accessories — primarily Made in Europe from organic cotton — through its Shopify storefront, targeting parents and extended family gift buyers.
- Company typePrivate
- Founded2016
- HeadquartersParis, France
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Emoi-emoi does
émoi émoi is a French direct-to-consumer fashion and lifestyle brand founded around 2016 and headquartered in Paris, with a product design team based there. The company sells a curated portfolio of family-oriented apparel, gold-plated and vermeil jewelry, homeware, and accessories, with a distinctive positioning around coordinated "matchy" outfits for parents, children, and babies, plus dedicated sub-collections for nursing/maternity wear, recycled-fleece loungewear, and themed gifting lines. The catalog is primarily manufactured in Europe (96% Made in Europe across Portugal, France, and Germany) using organic cotton and recycled fibers, and select jewelry is produced in-house at the brand's Paris workshop.
The business operates as a single-channel DTC e-commerce brand on Shopify, with no disclosed physical retail footprint and a small French-anchored wholesale/reseller program opened more recently. Pricing is unit-based across a €7.90–€200 range, supplemented by an e-gift card product (€20–€300 denominations), a 3x interest-free installment option via Alma for orders ≥€100, free shipping above €120, and a loyalty and referral program ("Le Club émoi émoi") that pays €20 to both referrer and referee. Marketing is conducted organically across Instagram, Facebook, Pinterest, YouTube, WhatsApp, a content blog ("Le Magazine"), and a newsletter, with co-branded collaborations (Superga, Zèta, Molleni, Michelle Carlslund, Flotte) used as brand activations.
The firm is privately held with 11–50 employees, no disclosed external funding, no parent company, no disclosed management team, and no publicly reported revenue. Operational tooling beyond Shopify includes Shipup for shipment tracking and Gorgias for customer support. The brand claims 10,000+ verified customer reviews and a 4.4/5 rating on its gift card product, which is the most concrete scale signal available.
Emoi-emoi firmographics
Firmographics- Name
- Emoi-emoi
- Legal name
- émoi émoi
- Website
- https://emoi-emoi.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- émoi émoi is a Paris-based, direct-to-consumer French fashion and lifestyle brand (founded c. 2016, 11–50 employees) selling family-matching apparel, jewelry, homeware and accessories — primarily Made in Europe from organic cotton — through its Shopify storefront, targeting parents and extended family gift buyers.
- Ownership category
- akta.pro rank
Emoi-emoi industry classification
Industry- Product category
- Family Apparel and Lifestyle Goods
- NAICS
- Jewelry, Luggage, and Leather Goods Retailers (4583), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)
- SIC
- Jewelry, Silverware & Plated Ware (3910), Retail-Family Clothing Stores (5651)
- akta.pro primary industry
- Handmade/Craft Fashion Jewelry (Beaded/Wire/Woven) (CRAKABAD)
- akta.pro secondary industry
- Small Leather Goods (Wallets, Cardholders, Keyholders) (CRAKAEAB)
Keywords
Where Emoi-emoi is headquartered
LocationHeadquarters
- HQ city
- Paris
- HQ country
- France
- HQ region
- Europe
Offices1 record
Markets served
Emoi-emoi business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct Product Sales: Direct-to-consumer online sales of apparel (sweaters, t-shirts, pants, dresses), jewelry (medals, bracelets, earrings), and home goods (mugs, plates, candles, notebooks). One-time purchase model for individual products and gift cards. Digital e-gift cards available in €20-€300 denominations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | E-gift cards in fixed denominations |
| Unit Pricing | Pay-as-you-go | Apparel and accessories pricing |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels8 records
Emoi-emoi product offering
Product offeringCore offering
émoi émoi designs and sells family-oriented apparel, jewelry, homeware, and lifestyle accessories through its own direct-to-consumer e-commerce site, organized around the concept of matching adult-child outfits. The catalog spans ready-to-wear for women, men, children, and babies; gold-plated brass jewelry produced in the brand's Paris workshop; porcelain and textile homeware; and accessories. Approximately 96% of products are manufactured in Europe (Portugal, Germany, France), and the company sells digital e-gift cards and runs a free loyalty and referral program called Le Club émoi émoi.
Product overview
émoi émoi is a French family-oriented fashion and lifestyle brand offering a unified portfolio of clothing, jewelry, homeware, and accessories. The core offering spans mode (clothing) in organic cotton and recycled materials — including T-shirts, sweatshirts, hoodies, pants, dresses, jackets, and nursing garments — plus bijouterie (gold-plated jewelry made in Paris), maison (home décor and tableware), and accessoires (socks, bags, keychains, caps). Many clothing and jewelry products are designed as matching family sets (duos iconiques / matchy), and the brand maintains several named sub-collections: Les Iconiques (flagship pieces), La polaire (recycled fleece), Soleil de ma vie (themed collection), and Allaitement (nursing/maternity). An e-gift card and a loyalty/referral program (Le Club émoi émoi) round out the offering.
Differentiator
Problem solved
Functional benefit
Products and services
- Mode / Clothing
Companies that use Emoi-emoi
Customer profileSegments3 records
Ideal customer profiles3 records
Emoi-emoi technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Emoi-emoi partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor and core.
- Superga x émoi émoiminorFootwear collaboration featuring Superga sneakers designed for children in partnership with émoi émoi. Product available through émoi émoi archives at discounted pricing.
- Zèta x émoi émoiminorFootwear collaboration featuring Zèta sneakers designed for adults in partnership with émoi émoi. Original price €155.
- Molleni x émoi émoiminorCollaboration on hand-painted ceramic plates featuring Molleni craftsmanship. Hand-painted quality with émoi émoi design aesthetic.
- Michelle Carlslund x émoi émoiminorLimited edition artwork collaboration featuring Michelle Carlslund's illustration style on initial letter posters (30x40cm). Limited edition release.
- Flotte x émoi émoiminorRainwear collaboration featuring Flotte rain capes for children with émoi émoi design aesthetic.
- AlmacorePayment technology partner providing 3x interest-free installment payments for orders €100+. Standard Alma terms and conditions apply. Available for orders exceeding €100 excluding delivery and gift cards.
Scale indicators4 records
Recent moves2 records
Expansion highlights5 records
Emoi-emoi competitors and assessment
Company assessmentDirect peers
- Cyrillus: French family and children's apparel retailer offering coordinated mother-daughter and family collections. Operates both e-commerce and retail stores, competing with émoi émoi for the French family-gifting occasion and parent-child matching use case.
- Patachou: French family and children's clothing brand offering parent-child matching outfits through D2C and selective retail. Competes directly with émoi émoi for the French family-gifting and family-look occasion at accessible price points.
- Catimini: French children's fashion brand offering baby, kids, and matching family looks through D2C and retail. Highly comparable assortment overlap in children's apparel and family matching, with similar European production positioning.
- Petite Mila: French D2C family apparel brand built around matching parent-child outfits and coordinated family looks. Closest direct competitor to émoi émoi's core 'Matchy' / family-matching thesis, with a similar accessible price band and digital-first go-to-market.
- Apaches Collections: French family and children's fashion brand offering coordinated adult-child looks and lifestyle products. Comparable D2C-first positioning and family-matching assortment, with similar accessible price points.
- Jacadi: Iconic French children's and family fashion brand with a heritage positioning on tradition and made-in-Europe craftsmanship. Competes with émoi émoi for premium-but-accessible French family apparel, particularly in the gift and ceremony occasion.
Broad incumbents
- Vertbaudet: Large French D2C and multi-channel family and children's clothing retailer. Overlaps with émoi émoi in the family-gifting and parent-child outfit use cases, but at much greater scale and assortment breadth.
- Bonpoint: French luxury children's wear maison with made-in-France craftsmanship and a strong gifting and ceremony positioning. Targets a higher price tier than émoi émoi but competes for the same premium family gifting moments.
- Petit Bateau: Heritage French family clothing brand with broad assortment across baby, kids, women's, and men's. Competes for the same family wardrobe occasions as émoi émoi but with a much wider assortment, larger retail footprint, and stronger brand recognition.
- Dodo: French jewellery and accessories brand known for its stuffed-animal charms and bracelets. Overlaps with émoi émoi's gifting and charm-medallion jewelry line, particularly in children's and family gift occasions.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Emoi-emoi social profiles
Digital presenceEmoi-emoi compliance and trust
Trust signalCompliance3 records
Emoi-emoi financial estimates
Financial estimateRevenue estimate
Valuation estimate
Emoi-emoi leadership team
Management profileNumber of profiles
Emoi-emoi funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Emoi-emoi 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 Emoi-emoi
What does Emoi-emoi do?
émoi émoi designs and sells family-oriented apparel, jewelry, homeware, and lifestyle accessories through its own direct-to-consumer e-commerce site, organized around the concept of matching adult-child outfits. The catalog spans ready-to-wear for women, men, children, and babies; gold-plated brass jewelry produced in the brand's Paris workshop; porcelain and textile homeware; and accessories. Approximately 96% of products are manufactured in Europe (Portugal, Germany, France), and the company sells digital e-gift cards and runs a free loyalty and referral program called Le Club émoi émoi.
Is Emoi-emoi a public or private company?
Emoi-emoi is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Emoi-emoi founded?
Emoi-emoi was founded in 2016. It employs 11 to 50 people.
Where is Emoi-emoi based?
Emoi-emoi is headquartered in Paris, France, in the Europe region.
How does Emoi-emoi make money?
One revenue line is on record: direct Product Sales.
Who are Emoi-emoi's main competitors?
Direct peers on record are Cyrillus, Patachou, Catimini, Petite Mila, Apaches Collections and Jacadi. Broad incumbents are Vertbaudet, Bonpoint, Petit Bateau and Dodo.
Does Emoi-emoi have an API?
No public API is recorded for Emoi-emoi.
What industry is Emoi-emoi in?
Emoi-emoi's product category is Family Apparel and Lifestyle Goods. Its primary akta.pro industry code is CRAKABAD, Handmade/Craft Fashion Jewelry (Beaded/Wire/Woven), with a secondary code of CRAKAEAB, Small Leather Goods (Wallets, Cardholders, Keyholders). Its NAICS code is 4583 and its SIC code is 3910.