Luderix International SAS

What Luderix International SAS does

Luderix International SAS operates the Picwic specialty toy retail brand in France. Founded in 1977 and headquartered in Villeneuve d'Ascq, the company runs a hybrid omnichannel toy retail business combining physical storefronts (with documented locations in cities including Avignon and Calais) and a direct e-commerce site at picwic.com. The assortment spans toys, board games (including locally licensed titles such as the Burger Quizz game), LEGO construction products across ten+ themes, creative activity kits, and outdoor/sports equipment.

Beyond core merchandise, the firm layers service-based revenue streams on top of the retail footprint: a Click & Collect offering with a 1-hour pickup window, a Picwic Loyalty Card point program with redemption rewards, gift cards, in-store creative workshops (painting, modeling clay, scrapbooking, slime, LEGO activities), and children's birthday party hosting with custom animations. A publicly documented quality assurance and CE compliance framework governs product safety, including recall handling and exchange/refund processing.

The target customer is French families with children seeking toys, games, and creative activities; the firm employs roughly 28 people and has no disclosed funding, parent company, or revenue figures. Distribution is purely domestic France, and marketing is concentrated on organic social channels (Facebook, Instagram, Pinterest). Core technology is not disclosed, and there is no evidence of AI/ML capability, proprietary platform architecture, or external investor base in the source data.

Name

Luderix International SAS

Website

https://picwic.com

Company type

Private

Headcount range

11–50 employees

Short description

Luderix International SAS operates the Picwic brand, a French specialty toy retailer serving families with children through physical stores in cities including Avignon and Calais, plus a domestic e-commerce platform offering toys, LEGO, games, click & collect, a loyalty program, and in-store birthday and workshop services.

Ownership category

akta.pro rank

Product category

Toy Retail

NAICS

Hobby, Toy, and Game Retailers (45912), Hobby, Toy, and Game Retailers (459120)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

RC Model Kits & Parts (Cars, Drones, Boats, Planes) (CRALAKAI)

akta.pro secondary industry

Collectible Card Games (CCGs/LCGs) Retail (CRALALAG)

Keywords

• Toy retail stores
• Children's games retail
• LEGO construction toys
• Board game sales
• Creative activity workshops

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Distribution channels2 records

Marketing channels1 record

Core offering

Luderix International SAS operates the Picwic retail brand, selling toys, board games, creative activities, outdoor equipment, and LEGO products through physical stores in France (Avignon, Calais) and the picwic.com e-commerce site. The offering includes supporting services such as click & collect, a loyalty card, gift cards, in-store creative workshops, and children's birthday party organization. Quality assurance with CE compliance verification underpins the product assortment.

Product overview

Picwic operates as a single unified retail offering combining physical toy stores with an e-commerce platform. The core product is toy and game retail, encompassing physical store locations in Avignon and Calais, online sales via picwic.com, and associated services including click & collect, loyalty cards, and gift cards. Product categories include toys, board games (such as Burger Quizz), LEGO construction products across multiple themes, creative activities, and outdoor/sports equipment. Supporting services include birthday party organization, creative workshops, and quality assurance with CE compliance verification. The product portfolio is sold through physical retail locations and the e-commerce channel, with no platform-plus-modules architecture identified.

Differentiator

Problem solved

Functional benefit

Products and services

• Picwic Toy Retail Services

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves6 records

Expansion highlights5 records

Direct peers

• La Grande Récré: Leading French specialty toy retail chain with physical stores across France and an e-commerce site. Directly comparable as a multi-channel French toy retailer targeting families with children, with overlapping product categories (toys, board games, LEGO) and value-added in-store services.
• King Jouet: French specialty toy retailer with physical stores and online platform offering toys, games, and creative activities. Direct competitor for family toy shopping with comparable product mix including LEGO and a similar omnichannel model.
• JouéClub: French cooperative of independent toy retailers with national footprint and shared brand, e-commerce, and services. Highly comparable business model (specialty toy retail, family segment, omnichannel) and similar emphasis on services like birthday parties and workshops.
• Maxi Toys: European specialty toy retailer (Belgium/France) operating physical stores and e-commerce focused on toys, games, and family entertainment. Comparable product assortment, customer segment, and multi-channel retail model.

Emerging players

• LEGO Brand Retail Stores: LEGO-operated flagship and brand stores selling LEGO products and offering in-store building experiences. Comparable as LEGO-focused specialty retail with experiential services, and a strategic partner/channel that competes for the same LEGO category spending.

Broad incumbents

• Amazon France: Dominant French e-commerce platform with vast toy, games, and LEGO assortment. Represents the principal structural threat to specialty toy retailers' online business and a benchmark for e-commerce fulfillment expectations.
• Cdiscount: Leading French e-commerce marketplace with extensive toy, games, and LEGO assortment plus physical stores. Directly competes in the online toy category with Picwic but as a broad generalist e-commerce player.
• Smyths Toys Superstores: European specialty toy superstore chain (UK/Ireland/Germany/France) operating large-format toy stores. Comparable as a broad incumbent in specialty toy retail across European markets with similar customer demographics and product categories.
• Fnac: Major French general merchandise retailer with significant toy, games, and LEGO assortment in stores and online. Overlaps with Picwic on toy category but competes as a broader general retailer rather than specialty toy specialist.
• Toys"R"Us: Global specialty toy retail brand (now primarily online and through licensing partners after restructuring). Comparable as a broad incumbent in the toy specialty retail category with overlapping customer base and product categories, though operating at vastly greater historical scale.

Market position

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/luderix-international-sas

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 Luderix International SAS