Movitex

What Movitex does

Movitex is a privately-held French company (SAS, share capital €3.25M) headquartered in Villeneuve d'Ascq that operates the Daxon and Balsamik e-commerce brands selling plus-size fashion, comfort footwear, lingerie, and home textiles directly to consumers in France. The company has operated for over 50 years (founded circa 1970) and targets plus-size women (sizes 38–64, lingerie up to K cup) and plus-size men (S–5XL) — a demographic historically underserved by mainstream French apparel retailers. Its product range spans women's ready-to-wear, men's ready-to-wear, lingerie, comfort footwear (sizes 35–49), sleepwear and loungewear, and men's underwear, combining private-label Daxon products with distributed third-party brands including Triumph, Chantelle, Sloggi, Playtex, Sans Complexe, Labonal, Eminence, and Athéna.

The underlying platform is a standard e-commerce storefront (daxon.fr) with integrated product catalog, sizing guides, customer account management, and promotional code application. Technical differentiation is concentrated in footwear: the proprietary Aérosemelle® cushioned sole technology and four width categories (Confort F, Large G, Très large H–J, Extra large K–M) support a dedicated Pédiconfort sub-brand for orthopedic and sensitive-foot use cases. Fulfillment relies on the 11,000+ Points Relais pickup network and Colissimo home delivery, with a standardized 48-hour delivery promise and free 30-day returns. Third-party partnerships include textile certification (Oeko-Tex) and antimicrobial fiber integration (X-Static) for select socks and hosiery products.

Movitex generates revenue through one-time e-commerce retail sales at listed prices (€10–€100 per item), supplemented by aggressive promotional discounting (40–60% seasonal codes), a €15 newsletter welcome bonus on first orders over €29, and free gift-with-purchase incentives above €75. The business model is transaction-based with no subscription component, served entirely through direct-to-consumer online channels within a single-country (France) market. No AI/ML capabilities, external funding, parent company, or public listing are disclosed.

Name

Movitex

Legal name

Movitex (ci-après DAXON)

Website

https://daxon.fr

Company type

Private

Founded year

1970

Operating status

Operating

Short description

Movitex operates the Daxon and Balsamik e-commerce brands, selling plus-size fashion, comfort footwear, lingerie, and home textiles directly to French consumers (women sizes 38–64, men S–5XL) via its daxon.fr website with home and relay-point delivery.

Ownership category

akta.pro rank

Product category

Plus-Size Apparel E-commerce

NAICS

Clothing and Clothing Accessories Retailers (458110), Shoe Retailers (45821)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621)

akta.pro primary industry

Intimates, Lingerie & Sleepwear Retail (CRAAABAF)

Keywords

• Plus-size fashion
• Comfort footwear
• Lingerie retail
• Extended size apparel
• Specialty clothing e-commerce

Headquarters

HQ city

Villeneuve

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. E-commerce Retail Sales: Direct online sales of apparel, footwear, and lingerie through daxon.fr website. Consumers purchase products at listed prices with promotional discounts applied via code. Revenue generated through product sales with no subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Movitex operates the Daxon brand, a French e-commerce platform selling plus-size apparel, lingerie, comfort footwear, and home textiles directly to consumers in France. The offering spans women's clothing in sizes 38–64, men's clothing in sizes S–5XL, lingerie up to K cup, and comfort shoes in sizes 35–49 with four width categories, supported by proprietary Aérosemelle® cushioned-sole technology and the Pédiconfort wide-width sub-brand.

Product overview

Movitex operates Daxon as a French e-commerce fashion retailer specializing in plus-size clothing and comfort-focused apparel. The company offers a unified multi-category platform serving women (sizes 38-64), men (S-5XL), and children with products across women's ready-to-wear, men's clothing, lingerie (up to K cup), comfort footwear (35-49), and sleepwear. Daxon differentiates through proprietary comfort technologies like Aérosemelle shoe soles and Pédiconfort wide-width footwear, while also carrying third-party brands including Triumph, Chantelle, Sloggi, Eminence, and Labonal. The business model combines private-label Daxon products with curated branded merchandise, supplemented by catalog services and promotional code programs.

Differentiator

Problem solved

Functional benefit

Brands

• Pédiconfort: Comfort footwear sub-brand featuring Aérosemelle® technology and wide width options

Products and services

• Women's Plus-Size Ready-to-Wear Plus-size women's clothing in sizes 38 to 64, including dresses, pants, tops, blouses, tunics, coats, jackets, and swimwear with stretch fabrics and morphological cuts designed for fuller figures.
• Men's Plus-Size Ready-to-Wear Men's clothing from sizes S to 5XL, including jeans, pants, shirts, t-shirts, polos, sweaters, jackets, and blazers with comfortable elastic waistbands and relaxed fits.
• Plus-Size Lingerie Women's lingerie in sizes 36 to 68 and up to K cup, including bras (with and without underwire, minimizer, front-hook), bodies, panties, shaping wear, nightwear, and robes, sold under Daxon private label and curated brands such as Triumph, Chantelle, Sloggi, Playtex, and Glamorise.
• Comfort Footwear Women's shoes sizes 35 to 44 and men's shoes sizes 35 to 49, including sneakers, derbies, loafers, boots, sandals, pumps, slippers, and medical/orthopedic footwear with four width categories (Confort F, Large G, Très large H-J, Extra large K-M).
• Pédiconfort Footwear Specialized comfort footwear sub-brand under Daxon offering extra-wide and orthopedic shoes with removable insoles and features for sensitive feet, Hallux comfort, and medical-adjacent wear.
• Sleepwear and Loungewear Men's and women's nightwear including pyjamas, nightshirts, robes, and homewear, including Athéna-branded organic-cotton options, designed for comfort at home.
• Men's Underwear and Hosiery Men's underwear from sizes S to 5XL including briefs, boxers, undershirts, and socks, including Labonal premium hosiery and Eminence thermal undergarments, with X-Static antimicrobial fiber in select socks.
• Seasonal Catalog Service Physical and digital seasonal catalog (Automne-Hiver and Printemps-Été) allowing customers to browse collections and order by catalog reference before purchasing.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Points Relais NetworkcoreChannel Partner/ Reseller/ DistributorPartnership with relay point network enabling order collection from 11,000+ pickup locations across France. Provides flexible delivery option for customers who prefer to collect rather than receive at home.
• Colissimo (La Poste)coreChannel Partner/ Reseller/ DistributorHome delivery partnership with Colissimo service operated by La Poste for 2-3 day delivery to customer addresses throughout France.
• LabonalminorChannel Partner/ Reseller/ DistributorFrench manufacturer of premium socks and hosiery, available on Daxon platform. Products include specialized socks for sensitive legs and feet, with non-compressing construction.
• FevadminorOthersDaxon adheres to the Fevad (Fédération du e-commerce et de la vente à distance) Code of Ethics and participates in the e-commerce mediation system.
• EminenceminorChannel Partner/ Reseller/ DistributorFrench underwear and loungewear brand specializing in men's undergarments and thermal clothing, distributed through Daxon platform.
• AthénaminorChannel Partner/ Reseller/ DistributorFrench brand offering men's nightwear and underwear, sold through Daxon with emphasis on quality fabrics including organic cotton options.

Scale indicators4 records

Recent moves1 record

Expansion highlights2 records

Market position

Competitive moat4 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Daxon.fr
• LinkedInlinkedin.com/company/movitex

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Movitex