Bragard
Bragard SA is a 90-year-old French specialty workwear manufacturer based in Épinal that designs and sells professional clothing, footwear, and accessories for culinary, hospitality, food service, and medical workers across 17 countries via direct e-commerce.
- Company typePrivate
- Founded1933
- HeadquartersÉpinal, France
- Headcount101–250
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Bragard does
Bragard SA is a French specialty apparel manufacturer founded in 1933 and headquartered in Épinal, Vosges, that designs and sells professional clothing and footwear for culinary, food service, hospitality, and medical workers. The company's core product range spans kitchen jackets, pants, aprons, professional shirts, polos, footwear (including safety shoes), and accessories such as toques, neck wraps, and insignia. Proprietary technology layers include Oxygen Mesh (breathable, bacteriostatic knit produced in the Vosges region), Nuva stain-resistant treatment (C6 carbon micro-encapsulation, PFOA-free), iTech industrial-strength fabric line, and the Green Label eco-responsible collection using French-grown linen, lyocell from eucalyptus, and recycled fibers. The firm operates multiple sub-brands and collections including Studio B, Chef Works (distribution), Urban Chef, Cooking Star, FIRST, and Bragard Couture for custom embroidery and made-to-measure services.
Bragard generates revenue through direct B2B and B2C e-commerce sales of unit-priced workwear, supplemented by customization services (embroidery starting at €8.95 HT). Pricing is published in HT (excluding VAT) across a range of approximately €3.60 to €175.99, with promotional discounting up to -20% on seasonal lines and -70% on end-of-line inventory. The company sells exclusively through its owned online store with no third-party retail; standard orders ship within two working days while personalized items require three to four weeks and are non-returnable. Free shipping applies to French orders above €150 HT, and a 30-day return policy covers standard products.
Go-to-market is sales-led across 17 countries (France, UK, Germany/Austria, Belgium/Luxembourg, Switzerland, Italy, Spain, UAE, USA, Canada, Australia, Brazil, Japan, China, Singapore) via dedicated localized websites, supported by email newsletters, digital catalogs, and Instagram hashtag campaigns (#vousenbragard). The firm serves ten primary verticals including cuisine, butchery, bakery/pastry, fishmongering, cheesemaking, service/hospitality, medical/healthcare, and SPA/wellness. Bragard employs 251-500 staff and is led by Président Directeur Général Guy Bœuf; the company has no disclosed external investors and operates as an independent Société Anonyme.
Bragard firmographics
Firmographics- Name
- Bragard
- Legal name
- BRAGARD SA
- Website
- https://bragard.fr
- Company type
- Private
- Founded year
- 1933
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Bragard SA is a 90-year-old French specialty workwear manufacturer based in Épinal that designs and sells professional clothing, footwear, and accessories for culinary, hospitality, food service, and medical workers across 17 countries via direct e-commerce.
- Ownership category
- akta.pro rank
Bragard industry classification
Industry- Product category
- Professional Workwear
- NAICS
- Apparel Manufacturing (315), Clothing and Clothing Accessories Retailers (45811), Footwear Manufacturing (3162)
- SIC
- Men's & Boys' Furnishgs, Work Clothg, & Allied Garments (2320), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Food Processing & Hygienic Workwear (Coats, Aprons, Hairnets) (CRAAALAH)
- akta.pro secondary industry
- Cleanroom & Controlled-Environment Apparel (CRAAALAG)
Keywords
Where Bragard is headquartered
LocationHeadquarters
- HQ city
- Épinal
- HQ country
- France
- HQ region
- Europe
Offices1 record
Markets served
Bragard business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Professional Workwear Sales: Direct B2B and B2C e-commerce sales of professional uniforms and workwear. One-time product purchases with pricing in HT (excluding VAT). Includes standard sizing and custom personalization options (embroidery). Products cover various trades including kitchen, service, medical, and hospitality sectors.
- Customization Services: Embroidery and personalization services for workwear, including monograms, logos, and custom text. Prices vary by customization options. Products with personalization have longer delivery times (3-4 weeks) and are non-returnable.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard workwear products across all categories |
| Unit Pricing | Pay-as-you-go | Personalized/customized workwear with embroidery |
| Unit Pricing | Pay-as-you-go | Summer promotional sales |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Bragard product offering
Product offeringCore offering
Bragard designs, manufactures and sells professional clothing and footwear for culinary, hospitality, food-trade, medical, and spa workers. Its offering includes kitchen jackets, pants, aprons, service shirts, polos, professional footwear, accessories, and dedicated collections (Studio B, Chef Works, Urban Chef, FIRST, Green Label, iTech), with customization through embroidery and made-to-measure tailoring via the Bragard Couture service. Sales are conducted direct-to-customer through the company's own e-commerce platform and 17 country-specific websites.
Product overview
Bragard is a global leader in professional workwear, offering a comprehensive portfolio of clothing and accessories for hospitality, food service, and professional industries. The product lineup centers on core categories including kitchen jackets (vestes de cuisine), kitchen pants (pantalons de cuisine), aprons (tabliers), footwear (chaussures), professional shirts, and accessories. The company operates under a platform-plus-sub-brands model with proprietary lines like Chef Works and Studio B, while also offering technology-enhanced lines such as iTECH featuring innovative design and technical features, GREEN LABEL for sustainable eco-responsible products, and FIRST for premium quality garments. Bragard's offerings include fabric technology solutions like NUVA (stain protection) and OXYGEN (breathable mesh), alongside customizable personalization services including embroidery. The company serves various professional sectors including cuisine, butchery, bakery, pastry, fishmongering, cheesemaking, service, hospitality, and medical/spa industries.
Differentiator
Problem solved
Functional benefit
Brands
- Studio B: A sub-brand collection offered by Bragard
- Chef Works
- Bragard Couture
- Brag'art
- iTECH
- GREEN LABEL
- FIRST
- Urban Chef
- Cooking Star
Products and services
- Kitchen Jackets (Vestes de cuisine)
Quantifiable outcome
- Free shipping for orders over €150 HT in France
- +2 more outcomes
Companies that use Bragard
Customer profileNamed customers3 records
Segments6 records
Ideal customer profiles3 records
Bragard technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Bragard partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor and core.
- Studio Restaurant Dublin (Chef Mark Moriarty)minorBragard serves as uniform supplier for Chef Mark Moriarty's new restaurant venture Studio at Wilton Park in Dublin 2. The restaurant operates a unique model with Friday night tasting menus and private dining Monday-Thursday.
- Chef WorkscoreChef Works is a major brand distributed by Bragard through its e-commerce platform. The partnership includes contemporary chef wear collections like the Contemporary Collection, SEERSUCKER, MODERN CHAMBRAY, and other Chef Works products.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
Bragard competitors and assessment
Company assessmentDirect peers
- Chef Works: US-based contemporary culinary apparel brand offering chef jackets, pants and aprons to the same HORECA professional customer; also an existing channel partner distributed through Bragard's e-commerce platform.
- Hedley & Bennett: US-based DTC chef apron and kitchen apparel brand targeting professional and aspirational chefs; comparable product categories and direct-to-consumer go-to-market to Bragard's culinary line.
- Le Nouveau Chef: Belgian direct-to-consumer specialist in culinary uniforms (jackets, pants, aprons, neckwear); targets the same chef and hospitality buyer in nearby European geographies with a comparable value proposition around customization and craftsmanship.
- Whites Chefwear (Whites/Stahl): Long-standing UK-based chef uniform retailer with comparable core categories (jackets, trousers, aprons, headwear) sold mainly to UK and Irish culinary professionals – essentially the UK analog of Bragard's French operation.
Broad incumbents
- Cintas: North America's largest uniform and workwear services company with deep enterprise sales coverage in food service and hospitality; competes for the same end buyers via rental and direct programs but at vastly larger scale.
- UniFirst: Major North American uniform supplier and rental services provider serving food service, hospitality and healthcare end markets with comparable product categories and B2B contract-based delivery.
- Elis: French-headquartered European leader in flat linen, workwear and hygiene services; competes with Bragard for HORECA uniform contracts in the same home market with a full-service rental-plus-purchase model.
- Alsico: Belgian workwear manufacturer serving healthcare, food industry, and HORECA among other verticals; comparable in product breadth and European manufacturing footprint but at much larger scale than Bragard.
Regional players
- Workwear Group: Australia-based workwear specialist serving hospitality, healthcare and industrial end markets across ANZ; comparable product portfolio and customer verticals but operates primarily in a different geographic region than Bragard.
Emerging players
- Tilit: NYC-based chef apparel brand with contemporary chef jackets, pants and aprons; overlaps with Bragard's Urban Chef and Chef Works offerings but operates at a smaller scale with a US-centric fashion-led positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Bragard social profiles
Digital presenceBragard financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bragard leadership team
Management profileNumber of profiles
Profiles3 records
Bragard funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bragard 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 Bragard
What does Bragard do?
Bragard designs, manufactures and sells professional clothing and footwear for culinary, hospitality, food-trade, medical, and spa workers. Its offering includes kitchen jackets, pants, aprons, service shirts, polos, professional footwear, accessories, and dedicated collections (Studio B, Chef Works, Urban Chef, FIRST, Green Label, iTech), with customization through embroidery and made-to-measure tailoring via the Bragard Couture service. Sales are conducted direct-to-customer through the company's own e-commerce platform and 17 country-specific websites.
Is Bragard a public or private company?
Bragard is a private company. It is classified as family owned and is currently operating.
When was Bragard founded?
Bragard was founded in 1933. It employs 101 to 250 people.
Where is Bragard based?
Bragard is headquartered in Épinal, France, in the Europe region.
How does Bragard make money?
Two revenue lines are on record. Professional Workwear Sales are the primary driver. The others are customization Services.
Who are Bragard's main competitors?
Direct peers on record are Chef Works, Hedley & Bennett, Le Nouveau Chef and Whites Chefwear (Whites/Stahl). Broad incumbents are Cintas, UniFirst, Elis and Alsico. Workwear Group is listed as a regional player. Tilit is listed as an emerging player.
Does Bragard have an API?
No public API is recorded for Bragard.
What industry is Bragard in?
Bragard's product category is Professional Workwear. Its primary akta.pro industry code is CRAAALAH, Food Processing & Hygienic Workwear (Coats, Aprons, Hairnets), with a secondary code of CRAAALAG, Cleanroom & Controlled-Environment Apparel. Its NAICS code is 315 and its SIC code is 2320.