Alice's Garden
Alice's Garden, rebranded as sweeek in 2023, is a French direct-to-consumer e-commerce retailer selling affordable indoor and outdoor furniture and home décor to budget-conscious consumers in France through its own online storefront.
- Company typePrivate
- Founded2009
- HeadquartersMarigot
- Headcount—
- GTM typeB2C
- OfferingServices
What Alice's Garden does
Alice's Garden, founded in 2009 and headquartered in Marigot, France, is a privately held direct-to-consumer e-commerce retailer of indoor and outdoor furniture and home décor, operating under the rebranded trade name sweeek since 2023. The company originally built its identity around outdoor garden furniture and has since expanded its catalog to span full-home furnishings — living room, dining room, office, bedroom, and children's room — as well as decorative accessories such as design lamps, plant pots, and bamboo screens. The product mix combines trend-led material styles (bouclé, wicker/cannage, velvet, rattan) with timeless classics, and the brand explicitly targets budget-conscious French consumers ("petits budgets") with accessible year-round pricing.
The business runs entirely through its owned e-commerce storefront at sweeek.fr, with no disclosed marketplace presence, physical retail, or wholesale channel. The revenue model is standard D2C retail: individual consumers purchase furniture and décor items directly online, with no subscription, B2B, or licensing components disclosed. No pricing tiers, technology stack, AI/ML capabilities, intellectual property, certifications, or management team information is publicly available. The company operates solely within France (with a European regional scope claim), has no disclosed investors or parent company, and has not raised any reported funding rounds. The principal strategic action on record is the 2023 rebrand and category expansion, which repositioned the business from a single-vertical outdoor retailer into a multi-category home furnishings brand.
Alice's Garden firmographics
Firmographics- Name
- Alice's Garden
- Website
- https://alicesgarden.fr
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Short description
- Alice's Garden, rebranded as sweeek in 2023, is a French direct-to-consumer e-commerce retailer selling affordable indoor and outdoor furniture and home décor to budget-conscious consumers in France through its own online storefront.
- Ownership category
- akta.pro rank
Alice's Garden industry classification
Industry- Product category
- Online Furniture Retail
- NAICS
- Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- Patio & Outdoor Furniture Retail (Seating, Dining, Umbrellas) (CRAIAIAF)
Keywords
Where Alice's Garden is headquartered
LocationHeadquarters
- HQ city
- Marigot
Markets served
Alice's Garden business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Distribution channels1 record
Alice's Garden product offering
Product offeringCore offering
Alice's Garden (rebranded to sweeek) is a French online retailer selling affordable indoor and outdoor furniture and home decor accessories. Its catalog spans garden lounges, living room, dining room, office, bedroom, and children's room furniture, plus decorative items, offered with pricing positioned to be accessible for small budgets year-round.
Product overview
sweeek (formerly Alice's Garden) is a retail brand offering affordable, quality indoor and outdoor furniture and décor. The product portfolio spans multiple interior room categories including living room, dining room, office, bedroom, and children's room furniture, as well as outdoor garden furniture. The brand emphasizes trend-driven décor with signature material styles such as bouclé, wicker, velvet, and rattan. Products are positioned as accessible to all budgets while maintaining quality standards.
Differentiator
Problem solved
Functional benefit
Products and services
- Outdoor / Garden Furniture (Extérieur)
- Living Room Furniture (Salon) Living room furniture category offering sofas, armchairs, and related seating and tables for individual consumers furnishing a living room.
- Dining Room Furniture (Salle à manger) Dining room furniture category including tables and chairs for individual consumers setting up a dining space.
- Office Furniture (Bureau) Office furniture category including desks and office seating for individual consumers working from home.
- Bedroom Furniture (Chambre) Bedroom furniture category including beds, nightstands, and related furnishings for individual consumers.
- Children's Room Furniture (Chambre enfant) Children's room furniture category for parents furnishing a child's bedroom.
- Home Decor (Décoration) Home decoration accessories and accent pieces offered to individual consumers alongside the furniture range.
Companies that use Alice's Garden
Customer profileSegments1 record
Ideal customer profiles1 record
Alice's Garden technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Alice's Garden partnerships and signals
Strategic signalRecent moves4 records
Expansion highlights3 records
Alice's Garden competitors and assessment
Company assessmentBroad incumbents
- Conforama: Established French home furniture retailer with a broad multi-category assortment across indoor and outdoor, larger scale and physical footprint than sweeek, and overlapping budget-conscious customer segment.
- IKEA: Global incumbent in affordable home furnishings, with strong brand recognition, broad indoor and outdoor assortment, and growing French e-commerce investment that frames the competitive ceiling for sweeek.
- Cdiscount: Large French generalist e-commerce marketplace with a material home, furniture, and outdoor category that competes directly with sweeek on price and assortment depth for the same online French shopper.
Direct peers
- La Redoute: Major French e-commerce retailer with a sizable home and furniture category, serving the same online French consumer and competing on similar indoor and outdoor home assortment.
- Vente-unique.com: Online-first French furniture and home furnishings retailer with a comparable value-to-mid price positioning and direct-to-consumer e-commerce model targeting the same French mass-market customer.
- Maisons du Monde: French home furnishings retailer with both physical and online presence offering indoor and outdoor furniture and décor at accessible price points, directly overlapping sweeek's assortment and customer base.
- Westwing Group: European online home and living retailer operating a curated, trend-led assortment across multiple countries, comparable to sweeek's trend-driven, direct-to-consumer home furnishings model at a broader European scale.
- But.fr: French home furniture retailer with both online and physical presence offering accessible indoor and outdoor furniture and décor, serving a similar budget-conscious French customer base as sweeek.
- Home24: European online furniture and home furnishings retailer with a multi-category indoor and outdoor assortment, sharing sweeek's DTC e-commerce model and broad-to-mid price positioning.
Regional players
- Kave Home: Spanish-headquartered home furniture and décor brand selling across Europe with a design-led, trend-forward assortment that overlaps sweeek's indoor and outdoor furniture and décor categories, primarily outside France.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Alice's Garden social profiles
Digital presenceAlice's Garden financial estimates
Financial estimateRevenue estimate
Valuation estimate
Alice's Garden leadership team
Management profileNumber of profiles
Alice's Garden funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Alice's Garden 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 Alice's Garden
What does Alice's Garden do?
Alice's Garden (rebranded to sweeek) is a French online retailer selling affordable indoor and outdoor furniture and home decor accessories. Its catalog spans garden lounges, living room, dining room, office, bedroom, and children's room furniture, plus decorative items, offered with pricing positioned to be accessible for small budgets year-round.
Is Alice's Garden a public or private company?
Alice's Garden is a private company. It is classified as unknown and is currently operating.
When was Alice's Garden founded?
Alice's Garden was founded in 2009.
Where is Alice's Garden based?
Alice's Garden is headquartered in Marigot.
Who are Alice's Garden's main competitors?
Broad incumbents on record are Conforama, IKEA and Cdiscount. Direct peers are La Redoute, Vente-unique.com, Maisons du Monde, Westwing Group, But.fr and Home24. Kave Home is listed as a regional player.
Does Alice's Garden have an API?
No public API is recorded for Alice's Garden.
What industry is Alice's Garden in?
Alice's Garden's product category is Online Furniture Retail. Its primary akta.pro industry code is CRAIAIAF, Patio & Outdoor Furniture Retail (Seating, Dining, Umbrellas). Its NAICS code is 449 and its SIC code is 5700.