Musée des Augustins

What Musée des Augustins does

Musée des Augustins is a public municipal museum operated by Toulouse Métropole, housed in a 14th-century Augustinian convent in central Toulouse, France. The institution holds the state-granted "Musée de France" designation and its convent building is classified as a "Monument Historique," anchoring its legal and heritage status. Its permanent collections span medieval to early 20th-century painting and sculpture, with an emphasis on regional Occitan artistic production. The museum serves the general public — local residents, school groups, cultural tourists, families, and scholars — through permanent and temporary exhibitions as well as a broad calendar of workshops, guided tours, concerts, conferences, and performances. An on-site café and museum store supplement the visit, and a members/donors club supports recurring giving.

The business model is principally a publicly subsidized cultural institution: Toulouse Métropole provides the operating base via public funding, supplemented by earned income from ticketed admission, the on-site store and café, venue and event rentals, memberships, and individual donations. Pricing is structured around standard museum admission tiers with concessions for defined categories (students, seniors, groups, etc.), alongside paid special programming. The institution has no traditional go-to-market motion; instead, audience development is event-driven and brand-led, supported by an expanding digital content portfolio that includes podcasts, online tutorials, a magazine, a comic series, and newsletters distributed to members and the wider public. An online collections database extends discoverability of the holdings to researchers and remote audiences beyond the on-site visitor base.

The museum's strategic posture is oriented toward broadening earned revenue, diversifying programming, and extending audience reach through digital channels, while remaining within the stable framework of municipal public funding and the constraints of its heritage-protected site. Partnerships are concentrated within the Toulouse Métropole cultural network and select national heritage bodies. There is no evidence of external fundraising, equity issuance, or commercial expansion beyond the institutional remit.

Name

Musée des Augustins

Legal name

Musée des Augustins

Website

https://augustins.org

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Musée des Augustins is a public municipal museum operated by Toulouse Métropole, housed in a 14th-century Augustinian convent. It serves the general public with medieval-to-20th-century art collections, exhibitions, workshops, and an expanding digital content portfolio.

Ownership category

akta.pro rank

Product category

Fine Arts Museum

NAICS

Museums (71211), Museums, Historical Sites, and Similar Institutions (712)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Art Museums (THAJADAA)

akta.pro secondary industries

Museum & Landmark Guided Tours (Skip-the-line/Docent-led) (THAJAAAC), Cultural Heritage Institutions (Archives, Historic Houses, Monuments Foundations) (THAJADAI)

Keywords

• Fine arts museum
• Art collections
• Cultural heritage
• Art exhibitions
• Museum education

Headquarters

HQ city

Toulouse

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Public Funding: The museum is operated by Toulouse Métropole and receives public funding as part of the municipal cultural infrastructure. This constitutes the primary operational funding source.
2. Ticket Sales: Revenue generated through the billetterie (ticketing) system for museum admission and special exhibitions. Visitors can purchase tickets online through the dedicated ticketing platform.
3. Museum Store and Café: The boutique (gift shop) and Boutique-Café generate revenue through retail sales of museum merchandise, publications, and refreshments.
4. Membership and Patronage (Mécénat & Amis): The museum offers membership programs and accepts patronage from individuals and corporate sponsors (Mécènes & Amis) who support the museum's restoration and programming efforts.
5. Donations - Column Restoration: Individual donations specifically directed toward restoration projects, such as the 'Ma colonne au musée' campaign for cloister column restoration.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels12 records

Core offering

Musée des Augustins is a public fine arts museum that preserves and exhibits medieval and modern art collections housed in a 14th-century former Augustinian convent in Toulouse. The museum offers ticketed visitor admissions, guided tours, temporary exhibitions, workshops, concerts, conferences, and performances, alongside educational programs for schools and teachers, an online collections database, and digital cultural content (podcasts, tutorials, comics, online lectures). Revenue is generated through ticket sales, the on-site Boutique-Café, the online boutique, membership and patronage (Mécènes & Amis), and targeted donations such as the "Ma colonne au musée" cloister restoration campaign.

Product overview

Musée des Augustins operates as a fine arts museum offering a unified portfolio of visitor services, digital resources, and educational content. The core offerings include in-person experiences (ticketing, guided tours, educational programs for students and teachers) and digital platforms (online collections database, events calendar, digital publications including podcasts, comics, and tutorials). The digital services are integrated through the museum's main website, with specialized portals for ticketing (Billetterie), retail (Boutique), and online research collections (Collections en ligne). Educational initiatives span physical programs for schools and the Objectif BAC podcast series, while the museum maintains community engagement through newsletters and the magazine publication.

Differentiator

Problem solved

Functional benefit

Products and services

• Billetterie (Ticketing System)

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered core and minor.

• Bibliothèques de ToulousecoreStrategic or Co-development PartnerPublic library network of Toulouse providing access to extended cultural and educational resources in partnership with the museum network.
• Musée Georges-LabitcoreStrategic or Co-development PartnerPartner museum in the Toulouse municipal network, offering complementary collections of non-European arts and antiquities.
• Musée des arts précieux Paul-DupuycoreStrategic or Co-development PartnerPartner museum specializing in decorative arts and medieval treasures within the Toulouse museum network.
• Musée Saint-Raymond archéologie ToulousecoreStrategic or Co-development PartnerArchaeology museum partner within the Toulouse municipal network, complementing the historical collections.
• Le Château d'EauminorStrategic or Co-development PartnerPhotography exhibition space within the Toulouse cultural network.
• Couvent des JacobinscoreStrategic or Co-development PartnerHistoric Dominican convent in Toulouse, a major religious heritage site and event venue within the metropolitan cultural network.
• Monuments de ToulouseminorStrategic or Co-development PartnerMunicipal service managing Toulouse's historical monuments and heritage sites.
• Museum de ToulousecoreStrategic or Co-development PartnerNatural history museum of Toulouse, part of the metropolitan cultural network.
• Quai des savoirsminorStrategic or Co-development PartnerScience and knowledge center in Toulouse, providing educational partnerships within the cultural network.
• Orchestre National du CapitolecoreStrategic or Co-development PartnerNational orchestra of Toulouse, frequently collaborates with the museum for musical events and concerts.
• Opéra national du CapitolecoreStrategic or Co-development PartnerNational opera house of Toulouse, partners with the museum for cultural events and performing arts programming.
• Conservatoire à Rayonnement RégionalminorStrategic or Co-development PartnerRegional conservatory providing musical education and partnerships for the museum's concert programming.
• Archives municipales de ToulouseminorStrategic or Co-development PartnerMunicipal archives providing historical documentation and research resources.
• Toulouse Métropole (Mairie de Toulouse)coreStrategic or Co-development PartnerThe municipal government of Toulouse that operates and funds the museum as part of the metropolitan cultural infrastructure. The museum operates under the umbrella of Toulouse Métropole's cultural services.

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Direct peers

• Musée Granet: Fine arts museum in Aix-en-Provence with comparable provincial Musée de France status, mix of medieval and modern art, and similar municipal operating model. Strong comparative reference for a mid-sized French regional fine arts museum.
• Musée Fabre: Regional fine arts museum in Montpellier of comparable scale, holding collections of medieval and modern art, and similarly classified as a French municipal fine arts museum. Closest direct analog in terms of collection profile and institutional tier.
• Musée des arts précieux Paul-Dupuy: Another municipal Toulouse museum focused on decorative arts and medieval treasures, operating under Toulouse Métropole with shared audiences and member offerings.
• Couvent des Jacobins: Adjacent Dominican convent heritage site operating under the same Toulouse Métropole network, offering a comparable monument+event-venue model and shared audience.
• Musée Georges-Labit: Sister Toulouse Métropole museum specializing in non-European arts and antiquities; shares the same operating entity, network, and ticketing context, making it a tightly comparable municipal fine arts peer.
• Musée Saint-Raymond: Direct municipal peer in the Toulouse Métropole network, an archaeology museum that complements the Augustins' historical collections. Operates under the same municipal governance and shared patronage/marketing framework.
• Musée de Toulouse (Museum): Natural history museum within the same Toulouse Métropole network, offering a contrasting scientific/heritage collection profile but identical operating model and shared cross-promotion.

Broad incumbents

• Musée d'Orsay: National-scale French fine arts museum with comparable medieval-to-modern art holdings; serves as a tier-up analog illustrating how a Beaux-Arts museum of this lineage can scale audience and brand as a top-tier French cultural institution.
• Musée des Beaux-Arts de Lyon: Larger French municipal fine arts museum in a comparable metropolitan setting, providing a model for how a city-administered fine arts museum can scale programming, collections, and visitor services.

Regional players

• Centre des monuments nationaux: National body managing French historic monuments, providing a broader comparable framework for the museum's Monument Historique-classified convent building and heritage-sites operating model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCrFKWF9kqaOsMrQ6_-5Krpg
• Facebookfacebook.com/MuseedesAugustins
• LinkedInlinkedin.com/company/mus%C3%A9e-des-augustins
• Instagraminstagram.com/museeaugustins
• Pinterestfr.pinterest.com/museeaugustins

Compliance2 records

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 Musée des Augustins