Fleux

What Fleux does

Fleux is a privately-held French lifestyle and home décor retailer founded in 2005 and headquartered in Paris. The company operates a hybrid retail model combining an e-commerce storefront (fleux.com) with three physical boutique locations in the Paris metropolitan area — Le Marais (the flagship, spanning addresses 39, 40, and 52 rue Sainte-Croix de la Bretonnerie), Passy (50 rue de Passy, 16th arrondissement), and Boulogne-Billancourt (177 Boulevard Jean Jaurès). It sells curated home decoration, furniture, tableware, lighting, lifestyle goods, fashion accessories, beauty products, and children's items, sourced primarily from recognized third-party design brands including Ethnicraft, HAY, Jellycat, HK Living, Rice, Honoré, and Crème Atelier.

The product portfolio spans the main e-commerce platform, digital and physical gift cards (E-carte cadeau from €15; Carte cadeau Boutique from €30), a curated Box Surprise gift collection, the Fleux Market lifestyle selection, the GREEN sub-brand for sustainable goods (filtered by recycled, organic, artisanal, Made in France, and Made in Europe), and the IDÉES CADEAUX merchandising framework organized by recipient, theme, and budget tier. Unit prices range from approximately €10.95 to €1,500. The platform integrates PayPal as a payment option and supports free standard shipping in France for orders above €150 (excluding bulky furniture, mirrors, lighting, mobiles, rugs, and large sculptures).

The business model is direct-to-consumer transactional retail with one-time purchases. The company employs 11–50 staff and ships to 28 European countries including France, Germany, Austria, Belgium, Spain, Italy, the Netherlands, the UK, Switzerland, and Nordic and Baltic states. Customer acquisition relies on Instagram, an email newsletter (offering a €10 discount on first orders over €100), and a Journal content blog. No revenue, funding, ownership, or leadership data is disclosed in the available source material, and there is no evidence of external investment, M&A, or public listing.

Name

Fleux

Legal name

Fleux

Website

https://en.fleux.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Fleux is a privately-held French lifestyle and home décor retailer operating an e-commerce storefront and three Paris-area boutiques, selling curated design goods — furniture, lighting, tableware, fashion, beauty, and kids products — sourced from brands like HAY, Ethnicraft, and Jellycat to individual consumers across 28 European countries.

Ownership category

akta.pro rank

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Retail Product Sales: Direct retail sales of home decor, furniture, tableware, lighting, lifestyle, fashion, beauty, and kids products. Products are sold as one-time purchases through both physical boutiques and e-commerce platform.
2. Gift Cards: Sale of e-cards and boutique gift cards in various denominations (starting from €15 for e-cards, €30 for boutique cards), providing flexible gifting options for customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Fleux is a French multi-channel lifestyle retailer that sells curated home decor, furniture, tableware, lighting, fashion accessories, beauty products, and children's items through three physical boutiques in the Paris metropolitan area and a pan-European e-commerce platform. The assortment is built around recognizable design brands and complemented by its own GREEN sustainable collection, Box Surprise gift boxes, and digital and physical gift cards.

Product overview

Fleux operates an e-commerce retail platform offering curated home décor, furniture, tableware, lighting, lifestyle products, and children's items across multiple categories. The product portfolio centers on the main e-commerce platform complemented by gift card products (E-carte cadeau digital and Carte cadeau Boutique physical), the surprise box collection (Box Surprise), the Fleux Market curated selection, and the GREEN eco-friendly sub-brand. Gift ideas are organized by recipient, theme, and budget through the IDÉES CADEAUX section. The company sells third-party branded products alongside its private-label offerings, with physical retail presence in Paris (Le Marais, Passy) and Boulogne-Billancourt.

Differentiator

Problem solved

Functional benefit

Products and services

• Fleux E-commerce Platform
• Fleux Physical Boutiques (Le Marais, Passy, Boulogne-Billancourt)
• E-carte cadeau (Digital Gift Card)
• Carte cadeau Boutique (Physical Gift Card)
• Box Surprise (Surprise Box)
• GREEN Collection

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Seven partnerships are on record, tiered core and minor.

• EthnicraftcoreOthersEthnicraft is a furniture brand featured prominently on Fleux's platform with dedicated promotional campaigns. Fleux ran a -10% promotion on Ethnicraft products from July 1-31. Ethnicraft is known for contemporary wooden furniture and is among the top brands highlighted on the Fleux website.
• HAYcoreOthersHAY is a Danish design brand featured among Fleux's top brands. The partnership involves selling HAY's contemporary furniture and home accessories through Fleux's retail and e-commerce channels.
• JellycatcoreOthersJellycat is a luxury plush and toy brand whose products are sold through Fleux. Featured products include the Peluche Corgi Betty. Jellycat is listed among Fleux's top brands.
• HK LivingminorOthersHK Living is a Dutch interior brand whose products are sold through Fleux. Listed among top brands on the Fleux platform.
• RiceminorOthersRice is a Danish brand known for colorful home accessories and kitchenware, sold through Fleux. Listed among top brands on the Fleux platform.
• HonoréminorOthersHonoré is a brand featured among Fleux's top brands, selling home decor and lifestyle products.
• Crème AtelierminorOthersCrème Atelier is a lighting and design brand whose products are sold through Fleux. Featured products include the Lampe Soft Serve.

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Maisons du Monde: French publicly listed home decor and furniture retailer with both physical stores and a strong e-commerce channel across Europe. Highly comparable to Fleux on category mix (furniture, decor, lighting, kids) and on a French/European omnichannel footprint, but operates at significantly larger scale.
• West Elm: Williams-Sonoma-owned modern home furnishings retailer with a strong e-commerce channel and physical stores. Comparable to Fleux on curated design-forward furniture, lighting, and decor assortment, but operates at much larger scale in North America and internationally.
• Zara Home: Global home and lifestyle retailer from Inditex selling curated decor, tableware, textiles, and lighting through physical and digital channels. Comparable to Fleux on multi-category lifestyle merchandising and gift-driven product assortment, but with much broader scale and global brand reach.
• Anthropologie: Curated lifestyle and home retailer carrying multi-category decor, furniture, gifts, beauty, and kids items. Comparable to Fleux on aesthetic-led curation across decor, lifestyle, fashion accessories, and kids, and on a boutique-style store concept with integrated e-commerce.
• H&M Home: Global mass-market home and lifestyle retailer operating online and in flagship stores. Overlaps with Fleux on affordable-to-mid design-led home decor and seasonal gifting, but serves a much broader customer base at lower price points.

Direct peers

• Ferm Living: Danish design brand selling its own line of furniture, lighting, decor, and kids products globally via its own e-commerce and stockists. Comparable to Fleux as a design-led lifestyle brand in the same Scandinavian-leaning aesthetic, though Ferm Living is a brand/manufacturer rather than a multi-brand retailer.
• Nordic Nest: Online Scandinavian design retailer carrying multiple premium brands across furniture, lighting, decor, and kids. Closely comparable to Fleux on multi-brand curated design assortment, European shipping, and a similar price positioning across decor and lifestyle categories.
• Smallable: Paris-based online boutique curating designer kids, home, and lifestyle products from premium European brands. Directly comparable to Fleux on French origin, multi-brand design curation across home and kids, gift-oriented merchandising, and pan-European shipping.
• The Conran Shop: Design-led home retailer with physical flagships and an online store selling furniture, lighting, tableware, and lifestyle goods from premium brands. Comparable to Fleux on curated design assortment across home categories and on the showroom-plus-omnichannel retail format.
• Connox: German online design retailer specializing in premium furniture, lighting, and home accessories from European designers. Comparable to Fleux on multi-brand curated design assortment, D2C e-commerce focus, and European shipping infrastructure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key highlights6 records

Customer concentration

• Xx.com/fleuxparis
• Facebookfacebook.com/fleuxconceptstore

Revenue estimate

Valuation estimate

Number of profiles

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 Fleux