SERGENT
Sergent Major is a Belgian-headquartered children's clothing retailer (founded 1987) operating across seven European countries via a Shopify e-commerce platform and a network of company-owned and franchised physical boutiques, selling apparel and accessories for children from birth to 11 years old directly to parents and families.
- Company typePrivate
- Founded1987
- HeadquartersBelgium (HQ implied), Belgium
- Headcount11–50
- GTM typeB2C
- OfferingServices
What SERGENT does
Sergent Major is a children's clothing retailer founded in 1987 and headquartered in Belgium, specializing in apparel and accessories for children from birth to 11 years old. The company operates a direct-to-consumer omnichannel model combining a Shopify-based e-commerce platform with company-owned and franchised physical boutique stores across seven European markets (Belgium, France, Germany, Austria, Spain, Italy, Portugal). Its assortment spans five age-segmented core collections — Birth (0–9 months), Baby Girl and Baby Boy (3–36 months), and Girl and Boy (3–11 years) — supplemented by themed seasonal "Story" collections (e.g., H26), a Ceremony/formal line, a Sport line, toys and plush, and digital e-gift cards. The product catalog comprises roughly 1,133 items in active sale rotation, with unit prices ranging from approximately €5 (accessories) to €35–€40+ (premium items).
The technology stack is a standard Shopify e-commerce implementation offering product catalog, shopping cart, wishlist, customer accounts, multi-country storefront routing, store locator, and a loyalty program ("My Major" card). Sergent Major monetizes primarily through one-time retail clothing sales across owned and franchised boutiques and e-commerce, with a secondary franchise licensing revenue stream. Go-to-market is direct-to-consumer, targeting parents and families via organic social (Instagram, Facebook, TikTok, YouTube), email newsletter, and loyalty engagement. The brand differentiates through narrative-driven themed seasonal collections and comprehensive age coverage from newborn to pre-teen, with current promotional activity (50% off current collections, up to 60% off past collections) indicating active inventory management.
The company is privately held with no disclosed parent, no institutional investors referenced, no M&A history, no leadership team disclosed, and no data on headcount or financial performance. Contact is limited to a customer service email address. The franchise model is a key distribution and growth lever, enabling capital-light geographic expansion, while the recently introduced digital gift cards and continued seasonal collection launches signal incremental product and channel extensions.
SERGENT firmographics
Firmographics- Name
- SERGENT
- Legal name
- Sergent Major
- Website
- https://sergent-major.be
- Company type
- Private
- Founded year
- 1987
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Sergent Major is a Belgian-headquartered children's clothing retailer (founded 1987) operating across seven European countries via a Shopify e-commerce platform and a network of company-owned and franchised physical boutiques, selling apparel and accessories for children from birth to 11 years old directly to parents and families.
- Ownership category
- akta.pro rank
SERGENT industry classification
Industry- Product category
- Children's Apparel Retail
- NAICS
- Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)
- SIC
- Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Kids’ & Baby Apparel Retail (CRAAABAD)
- akta.pro secondary industries
- Kids Apparel (5–12) (CRAAAHAC), Toddler Apparel (2T–5T) (CRAAAHAB), Baby Apparel (0–24 months) (CRAAAHAA), Underwear & Socks (Children) (CRAAAHAI)
Keywords
Where SERGENT is headquartered
LocationHeadquarters
- HQ city
- Belgium (HQ implied)
- HQ country
- Belgium
- HQ region
- Europe
Offices1 record
Markets served
SERGENT business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Retail Clothing Sales: One-time retail sales of children's clothing and accessories through e-commerce and physical stores. Revenue generated from individual transactions at various price points ranging from approximately €5 to €40+ per item.
- Franchise Fees: Revenue from franchise partnerships where independent operators open and operate Sergent Major retail stores under the brand.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing for children's clothing |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
SERGENT product offering
Product offeringCore offering
Sergent Major designs, sources, and retails branded children's clothing and accessories for children from birth through 11 years old across multiple European markets. Product ranges are organized by age and gender segments (Birth, Baby Girl, Baby Boy, Girl, Boy) with seasonal themed Stories collections, a Sport line, a Ceremony/occasion wear line, plus toys and plush. Distribution occurs through an owned Shopify-based e-commerce platform, company-operated physical boutiques, and a franchise partner network.
Product overview
Sergent Major is a children's clothing retailer offering a comprehensive range of apparel and accessories for children from birth to 11 years old. The product portfolio includes core collections for Girl (3-11 years), Boy (3-11 years), Baby Girl (3-36 months), Baby Boy (3-36 months), and Birth (0-9 months) segments, as well as themed seasonal collections (Story Collections, Sport Collection, Ceremony Collection), toys and plush items, and e-Gift Cards. The company operates on a Shopify e-commerce platform.
Differentiator
Problem solved
Functional benefit
Products and services
- Sergent Major Children's Clothing (core range) Comprehensive branded children's clothing and accessories line for children from birth to 11 years, including baby, girls, and boys segments, sold via the Sergent Major website and boutiques.
- Girl Collection (Fille) Apparel range for girls aged 3-11 years, including dresses, coats, pajamas, sweaters, T-shirts, pants, jeans, leggings, skirts, shorts, sportswear, swimwear, shoes, accessories, and underwear.
- Boy Collection (Garçon) Apparel range for boys aged 3-11 years, including T-shirts, polo shirts, coats, jackets, pajamas, sweaters, sweatshirts, pants, jeans, shirts, sportswear, bermuda shorts, swimwear, shoes, and accessories.
- Baby Girl Collection (Bébé Fille) Clothing for baby girls aged 3-36 months, including dresses, coats, jackets, pajamas, rompers, outfits, jumpsuits, dungarees, sweaters, cardigans, blouses, T-shirts, pants, jeans, leggings, skirts, shorts, sportswear, swimwear, shoes, socks, tights, hats, scarves, gloves, bodies, bags, and hair accessories.
- Baby Boy Collection (Bébé Garçon) Clothing for baby boys aged 3-36 months, including shirts, T-shirts, polo shirts, coats, jackets, pajamas, rompers, outfits, jumpsuits, dungarees, sweaters, cardigans, pants, jeans, sportswear, bermuda shorts, swimwear, shoes, socks, hats, caps, bodies, and accessories.
- Birth Collection (Naissance) Newborn clothing and childcare essentials for ages 0-9 months, including birth outfits, pajamas, rompers, vests, cardigans, jackets, birth bodies, hats, mittens, slippers, socks, sleeping bags, blankets, toys, comforters, baby nappies, sponge tips, bibs, pilot suits, and toiletries.
- Toys & Plush (Jouets) Toys and plush toys for children sold alongside the clothing ranges.
- Sport Collection (Collection Sport) Sportswear and athletic clothing for children, including joggings, leggings, sweatshirts, and other sports apparel for extra-curricular activities.
- Ceremony Collection (Collection Cérémonie) Formal and ceremony clothing for children for special occasions such as weddings, communions, and events.
- Story Collection (Histoires) Seasonal themed story collections with narrative-driven designs, including H26 and E26 collections featuring themed stories for differentiated storytelling-driven apparel.
- e-Gift Cards (e-Carte Cadeau) Digital gift cards redeemable on the Sergent Major e-commerce site, suitable for gifting occasions such as births and birthdays.
Companies that use SERGENT
Customer profileSegments6 records
Ideal customer profiles2 records
SERGENT technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
SERGENT partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Franchise PartnerscoreIndependent franchise operators who open and manage Sergent Major retail boutique stores under the brand license. The franchise model enables geographic expansion while maintaining brand standards.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
SERGENT competitors and assessment
Company assessmentDirect peers
- Jacadi Paris: French heritage children's clothing brand offering apparel for newborn to 10-year-olds through own boutiques and franchise stores across Europe. Directly comparable to Sergent Major on age range, ceremony/formalwear strength, and boutique+franchise omnichannel model.
- Cyrillus: French multi-channel children's apparel retailer offering clothing for babies, girls, and boys through e-commerce and physical boutiques in France and Europe. Comparable to Sergent Major in product breadth, themed collections, and brick-and-mortar plus DTC mix.
- Bonpoint: French luxury children's clothing brand for 0–12 year-olds with boutiques across Europe and a strong ceremony/formalwear position. Comparable to Sergent Major on age range, ceremony niche, and franchise/boutique distribution in Europe, though at a higher price tier.
- Petit Bateau: Iconic French children's clothing brand (part of Yves Rocher group) retailing everyday and underwear apparel for babies and kids through own stores and DTC. Closely matches Sergent Major's age range (0–11), European retail footprint, and emphasis on foundational wardrobe staples.
- OKAÏDI: French specialty children's clothing and footwear retailer (part of ÏDKIDS group) operating own boutiques across Europe with a strong 0–12 age focus. Comparable to Sergent Major on age segments, store-based retail, and European multi-country footprint.
- Catimini: French-origin children's clothing brand specializing in baby and kidswear (0–12) sold through wholesale, own stores, and DTC. Directly comparable via European heritage positioning and similar multi-channel distribution.
- Orchestra-Prémaman: Large European multi-category retailer specializing in children's apparel, maternity, and baby products across France, Belgium, Spain, Italy, and other markets. Comparable to Sergent Major on multi-country European presence, broad age range, and store + e-commerce omnichannel.
- Du Pareil à l'Homme: French children's clothing retailer (DPAM) selling apparel for babies and kids through own stores and online across multiple European countries. Directly comparable via similar age coverage (0–11), boutique-led retail, and themed season collections.
Broad incumbents
- H&M Kids: Mass-market fast-fashion kidswear line from H&M, one of the largest European apparel retailers. Overlaps with Sergent Major on age range and omni-channel distribution, but competes on low price and rapid trend turnover rather than specialist themed collections.
- Zara Kids: Inditex-owned children's line offering apparel for babies through preteens across Europe and globally via owned retail and online. Comparable to Sergent Major as a broad incumbent with overlapping European multi-country distribution, but differentiated by fast-fashion supply chain rather than specialist themed storytelling.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks5 records
Key highlights5 records
Customer concentration
SERGENT social profiles
Digital presenceSERGENT financial estimates
Financial estimateRevenue estimate
Valuation estimate
SERGENT leadership team
Management profileNumber of profiles
SERGENT funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SERGENT 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 SERGENT
What does SERGENT do?
Sergent Major designs, sources, and retails branded children's clothing and accessories for children from birth through 11 years old across multiple European markets. Product ranges are organized by age and gender segments (Birth, Baby Girl, Baby Boy, Girl, Boy) with seasonal themed Stories collections, a Sport line, a Ceremony/occasion wear line, plus toys and plush. Distribution occurs through an owned Shopify-based e-commerce platform, company-operated physical boutiques, and a franchise partner network.
Is SERGENT a public or private company?
SERGENT is a private company. It is classified as unknown and is currently operating.
When was SERGENT founded?
SERGENT was founded in 1987. It employs 11 to 50 people.
Where is SERGENT based?
SERGENT is headquartered in Belgium (HQ implied), Belgium, in the Europe region.
How does SERGENT make money?
Two revenue lines are on record. Retail Clothing Sales are the primary driver. The others are franchise Fees.
Who are SERGENT's main competitors?
Direct peers on record are Jacadi Paris, Cyrillus, Bonpoint, Petit Bateau, OKAÏDI, Catimini, Orchestra-Prémaman and Du Pareil à l'Homme. Broad incumbents are H&M Kids and Zara Kids.
Does SERGENT have an API?
No public API is recorded for SERGENT.
What industry is SERGENT in?
SERGENT's product category is Children's Apparel Retail. Its primary akta.pro industry code is CRAAABAD, Kids’ & Baby Apparel Retail, with a secondary code of CRAAAHAC, Kids Apparel (5–12). Its NAICS code is 458 and its SIC code is 5600.