What Moitié Moitié does

Moitié Moitié is an online vintage and second-hand fashion retailer (friperie en ligne) operating as a French auto-entreprise (sole proprietorship) based in Lyon, with a two-person operational team led by founder Josselin Vieu and co-responsible Elisa Grosman. The company curates and sells non-gendered, 80s-inspired vintage clothing, complemented by an in-house upcycling collection and a customization service that transforms second-hand garments into bespoke pieces, and it has expanded into a secondary product line of vintage analog film cameras (Argentiques) priced between €18 and €74.

The underlying technology stack is a self-hosted WordPress + WooCommerce storefront with standard payment integrations (PayPal, Stripe, Carte Bancaire) and Mondial Relay as the logistics partner for nationwide and international parcel delivery. Free delivery is offered for orders over €100 and hand-delivery is available in Lyon, indicating a hybrid DTC model that combines e-commerce with localized relationship-based retail. There is no proprietary AI, no mobile app, no disclosed funding, and no patent or certification footprint.

The business operates on a direct-to-consumer GTM motion, monetizing through one-time sales of unique vintage items and custom tailoring services. Demand is sourced primarily through Instagram (@moitiemoitieshop) and supporting content marketing on sustainable fashion and circular economy topics. The company is bootstrapped with no external investors, no subsidiaries, and serves primarily French consumers with limited international reach.

Name

Moitié Moitié

Legal name

Moitié Moitié

Website

https://moitiemoitie-shop.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Moitié Moitié is a Lyon-based, two-person online vintage and second-hand fashion boutique specializing in curating non-gendered, 80s-inspired clothing, upcycled garments, customizations, and vintage film cameras for individual consumers via a WordPress/WooCommerce storefront.

Ownership category

akta.pro rank

Product category

Vintage Fashion Retail

NAICS

Apparel Manufacturing (315)

SIC

Retail-Women's Clothing Stores (5621)

akta.pro primary industry

Luxury Fashion Resale, Vintage & Pre-owned (CRAAAFAN)

akta.pro secondary industry

Rental-to-Resale / Circular Fashion Platforms (CRAFAGAK)

Keywords

• Vintage clothing retail
• Second-hand fashion
• Upcycled clothing
• Custom vintage apparel
• Unisex vintage fashion

Headquarters

HQ city

Lyon

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure, Technology or R&D

Revenue model

1. Product Sales - Clothing: Sale of vintage second-hand clothing items, including unisexe garments, with prices ranging from €20 to €124+ depending on item type and size
2. Product Sales - Argentique Cameras: Sale of vintage film cameras and photography equipment, with prices ranging from €18 to €74
3. Customization Services: Customization of clothing items to create unique, personalized vintage pieces

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels2 records

Core offering

Moitié Moitié is an online and Lyon-based vintage friperie that curates and sells second-hand unisex clothing inspired by 1980s pop, retro, and vintage aesthetics. It complements this retail core with in-house garment customization and an upcycling collection, and adds a secondary product line of pre-owned analog film cameras (Argentiques), shipping nationwide via Mondial Relay with free delivery over €100 and personal delivery in Lyon.

Product overview

Moitié Moitié is an online vintage and second-hand fashion retailer based in Lyon, France, operating as a sole proprietorship (Auto-entreprise). The business offers a curated selection of vintage unisex clothing inspired by the 1980s, featuring Pop, Retro, and Vintage aesthetics. The core product line consists of second-hand clothing (Vintage/Seconde Main), complemented by an upcycling collection that transforms pre-owned garments into redesigned pieces, and a customisation service for personalized clothing. Additionally, the store expanded into selling vintage film cameras (Argentiques) as a secondary product category. All products are shipped via Mondial Relay, with free delivery available in Lyon and for orders exceeding €100.

Differentiator

Problem solved

Functional benefit

Products and services

• Vintage/Seconde Main Clothing Curated second-hand unisex vintage clothing items hand-selected by the founders, featuring 1980s-inspired Pop, Retro, and Vintage aesthetics, sold to individual consumers through the online store with prices typically ranging from about €20 to €124+ depending on item and size.
• Customization Service (Customisation) In-house garment customization service where Moitié Moitié's team personalizes and transforms clothing into unique, original pieces for individual customers seeking authenticity and originality.
• Upcycling Collection A collection of clothing created through upcycling processes, transforming second-hand garments into new redesigned pieces with an environmental sustainability focus, presented under the brand's 80s-inspired aesthetic.
• Vintage Film Cameras (Argentiques) Pre-owned analog film cameras (Argentiques) from brands such as Miranda, Hanimex, Canon EOS, Ricoh, Konica, Minolta, and Fujifilm, sold as vintage collectibles with prices ranging from €18 to €74.

Quantifiable outcome

• 100 billion garments sold annually worldwide - second-hand/vintage offers sustainable alternative
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature2 records

Partnerships

One partnership is on record.

• Mondial RelaycoreChannel Partner/ Reseller/ DistributorPrimary logistics partner for all shipments. All parcels are sent via Mondial Relay with tracking numbers provided in shipping confirmation emails. Orders shipped Monday to Friday with 2-3 working day delivery to home address.

Scale indicators2 records

Recent moves5 records

Expansion highlights8 records

Direct peers

• Beyond Retro: Curated vintage clothing retailer with both e-commerce and physical stores across Europe and the UK. Closely comparable in vintage curation model, sustainability positioning, and store-plus-online hybrid GTM, but operates at significantly larger scale.
• Depop: Peer-to-peer resale platform with strong Gen Z / vintage / streetwear orientation and Instagram-native discovery. Directly comparable to Moitié Moitié in targeting style-conscious younger consumers seeking unique vintage pieces, though Depop operates a marketplace model rather than curated retail.
• Rifle Vintage: Curated vintage clothing retailer offering hand-picked pieces with strong aesthetic branding and online storefront. Comparable to Moitié Moitié in vintage curation and e-commerce DTC model, though US-based.
• Relique Vintage: French online vintage retailer specializing in curated second-hand clothing. Comparable to Moitié Moitié in vintage curation, online DTC model, and French market focus.
• Imparfaite: French curated second-hand and vintage women's clothing e-commerce platform. Directly comparable to Moitié Moitié as a French market peer in the curated vintage online resale category, with similar styling-led brand positioning.
• EKO! Vintage: French vintage and second-hand clothing retailer with sustainability positioning. Comparable as a French-market peer in vintage resale with similar sustainability messaging.

Broad incumbents

• Reformation: Sustainable fashion brand with strong emphasis on upcycled and repurposed materials and aesthetic-led branding. Comparable to Moitié Moitié in the upcycling/sustainability narrative, though operating as a major contemporary brand rather than vintage curation.
• Vestiaire Collective: Global authenticated luxury and premium resale marketplace with strong European (including French) consumer base. Comparable to Moitié Moitié as a resale destination, though focused upmarket on authenticated luxury rather than accessible vintage.
• Vinted: Europe's leading peer-to-peer second-hand fashion marketplace operating across 20+ markets. Highly comparable to Moitié Moitié as a consumer-facing resale channel for second-hand clothing, but vastly larger scale and fundamentally different (marketplace) business model.

Regional players

• Le Bonbon: French vintage and second-hand clothing marketplace / directory covering multiple boutiques. Comparable as a French-language discovery channel for vintage retailers, though operates as an aggregator rather than direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/moitiemoitieshop
• LinkedInlinkedin.com/company/moiti%C3%A9-moiti%C3%A9

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Moitié Moitié