CONCEPTION INTERIEURE

What CONCEPTION INTERIEURE does

Conception Intérieure, operating under the founder brand Sophie Ferjani and legally constituted as SARL la sélection by SF, is a Marseille-based interior architecture firm founded in 2005. The company employs four architects under the artistic direction of founder Sophie Ferjani (a graduate of ENSAAMA Olivier de Serres in space design) and delivers interior architecture, renovation, and decoration consulting for both residential clients (Particuliers) and professional/commercial clients (retailers, restaurants, hotels, offices, healthcare), with projects executed across France and internationally.

The business operates a vertically integrated concept-to-decoration model. Beyond agency services, it runs La Sélection, a furniture and decoration showroom at 45 rue de la République in Marseille (open by appointment and via walk-in hours), supported by the la-selection.fr e-commerce storefront. Since 2023, the company has developed an own-brand product line including a Marseille-inspired textile collection, enamel tableware, and scented candles. Revenue is generated through four streams: project-based professional services (consultations at 490 EUR TTC for individuals and 980 EUR HT for professionals, with full projects quoted by scope), showroom and e-commerce retail, brand collaborations acting as designer, artistic director, or ambassador (with partners including Alinéa, Mondial Tissus, Leroy Merlin, Mobilhome Rideau/Gustave Rideau, Dulux Valentine, Kitchen Aid, Ibis Styles, Weldom, Karcher, Résinence, and BHV Marais), and own-brand product sales. Sophie Ferjani has additionally published two interior design books (Eyrolles and M6 Editions).

The legal entity is a privately held French SARL (Société à Responsabilité Limitée), founder-owned and managed with no institutional investment, no parent company, and no subsidiaries. Distribution combines direct agency sales (in-person and remote video consultations), physical retail showroom, owned e-commerce, and partner-brand distribution networks for collaboration products. Marketing is anchored in the founder's personal brand via repeat features in leading French interiors and lifestyle publications (Marie Claire Maison, Elle Décoration, Art & Décoration, Côté Sud, BIG Marseille, Livingetc) and three active Instagram handles. In early 2026, La Sélection was repositioned from a concept-store to a dedicated showroom, with interior architecture services placed at the core and an artisanal product range under development.

Name

CONCEPTION INTERIEURE

Legal name

SARL la sélection by SF

Website

https://sophieferjani.com

Company type

Private

Founded year

2005

Operating status

Operating

Short description

Conception Intérieure, founded in 2005 by Sophie Ferjani in Marseille, delivers interior architecture, renovation, and decoration services to residential and professional clients across France, complemented by the La Sélection showroom, an e-commerce store, an own-brand product line, and brand collaborations.

Ownership category

akta.pro rank

Product category

Interior Design Services

NAICS

Interior Design Services (54141)

akta.pro primary industry

Interior Design Services (BPAHAKAB)

akta.pro secondary industry

Exhibition, Retail & Experiential Design (BPAHAKAL)

Keywords

• Interior architecture
• Interior design
• Renovation services
• Home decoration
• Design consulting

Headquarters

HQ city

Marseille

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Interior Architecture Services: The agency provides interior architecture services including space planning, renovation, and decoration consulting for both residential and commercial clients. Revenue is generated through consultation fees and project-based pricing.
2. Own Brand Products: Since 2023, Sophie Ferjani has been developing her own brand with textile collections, enamel tableware, and scented candles. This includes an inaugural textile collection inspired by Marseille (2023) and enamel dishware in bold colors.
3. Brand Collaborations: Sophie collaborates with brands as designer for exclusive collections, brand ambassador, and artistic director. This includes collection design, artistic direction, conferences, and brand partnerships that generate revenue through licensing and collaboration fees.
4. Showroom & E-commerce Retail: La Sélection operates as a concept-store selling furniture and decoration items both in the physical showroom and through the e-commerce platform la-selection.fr.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

CONCEPTION INTERIEURE (Sophie Ferjani Conception Intérieure) is an interior architecture and design agency based in Marseille, France, founded in 2005. The firm provides interior architecture, renovation, and decoration consulting services for both private clients and professionals, complemented by a curated showroom called La Sélection and an e-commerce platform selling own-brand textile, enamel tableware, and candle collections.

Product overview

CONCEPTION INTERIEURE (Sophie Ferjani) operates as a unified offering combining an interior architecture agency with the La Sélection showroom concept-store. The core business encompasses interior architecture and renovation services for both residential and professional clients, complemented by decoration consulting sessions. La Sélection serves as the retail arm, offering curated furniture and decorative items that reflect the brand's Mediterranean aesthetic. The company also develops its own brand line of textiles, enamel tableware, and candles. Collaboration services allow Sophie Ferjani to work with external brands as designer or ambassador. The portfolio includes published books as additional offerings under her name.

Differentiator

Problem solved

Functional benefit

Named customers9 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core and minor.

• AlinéacoreGTM or Marketing PartnerSophie Ferjani created an exclusive collection for Alinéa, highlighting shared values: the South, singularity, utility, and material. Sophie designed prints depicting Southern light and colors, along with simple multifunctional décor objects designed for outdoor Mediterranean living.
• Mondial TissuscoreGTM or Marketing PartnerSophie designed an exclusive collection of 13 fabrics, presented in a lifestyle shoot featuring indoor-outdoor living. This strategic collaboration allowed the textile group to reach a new audience, positioning Sophie as a prescriber among architects.
• Mobilhome Rideau (Gustave Rideau)coreStrategic or Co-development PartnerDesign of a new mobilhome concept for Gustave Rideau, deployed in the brand's own campgrounds. Sophie integrated all client requirements into a design where comfort never compromises optimization.
• Leroy MerlincoreGTM or Marketing PartnerSophie collaborated with Leroy Merlin presenting the Evo M collection. She creates editorial and visual content aligned with her philosophy, helping the brand reach new audiences.
• WeldomminorGTM or Marketing PartnerBrand collaboration creating content and design partnerships.
• KarcherminorGTM or Marketing PartnerBrand collaboration creating content aligned with Sophie's design philosophy.
• Kitchen AidminorGTM or Marketing PartnerBrand collaboration creating content aligned with Sophie's design philosophy.
• Dulux ValentineminorGTM or Marketing PartnerBrand collaboration creating content aligned with Sophie's design philosophy.
• RésinenceminorGTM or Marketing PartnerBrand collaboration creating content aligned with Sophie's design philosophy.
• Ibis StylesminorGTM or Marketing PartnerBrand collaboration creating content aligned with Sophie's design philosophy.
• BHV MaraisminorStrategic or Co-development PartnerSophie participated as a speaker in a round table at BHV Marais in Paris on the topic 'the seventies, the decade that changed everything.'

Scale indicators4 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Christophe Delcourt: French interior designer and furniture maker with own collections, a Paris showroom, and collaborations with luxury brands. Comparable for combined agency + showroom + own product business in the French design market.
• Kelly Wearstler: US-based designer operating the same playbook at larger scale: interior design studio, signature retail stores, branded product lines (furniture, lighting, textiles), and brand collaborations. Direct international archetype for the personal-brand-plus-product model Sophie Ferjani is scaling.
• Maison Sarah Lavoine: Paris-based interior designer Sarah Lavoine operates a parallel model: personal brand, interior architecture services, own-brand product lines (furniture, accessories, candles), and a flagship retail showroom. Closest structural comparable to Sophie Ferjani in France.
• India Mahdavi: France-based interior designer known for high-profile commercial and hospitality projects (hotels, restaurants) plus brand collaborations and limited-edition furniture. Comparable for project mix, Mediterranean/European aesthetic positioning, and revenue model.
• Tristan Auer: French interior designer known for hotel and residential projects with AD100 recognition. Comparable for boutique French design studio positioning, hospitality client mix, and editorial visibility.
• Laura Gonzalez: French interior designer specializing in hospitality (hotels, restaurants) and high-end residential with a recognized signature style. Comparable for project-based service revenue and editorial positioning in the French lifestyle press.
• Pierre Yovanovitch: French interior designer with own furniture line, gallery, and high-end residential/commercial projects. Comparable for designer-as-brand model, own product vertical, and editorial-led marketing, though positioned further upmarket.

Broad incumbents

• Roche Bobois: French luxury furniture brand with global retail network and designer collaborations (including high-profile designers). Comparable for the designer-collab business model applied to a furniture showroom, though at much larger scale.
• Maisons du Monde: French home furnishings retailer with own-brand products, e-commerce, and physical stores across Europe. Comparable as the scaled, mass-market version of a curated décor and furniture showroom concept; not a direct competitor on services but the broader context for the retail category.

Others

• Maison & Objet: Paris-based trade show and design platform that anchors the French interior design industry calendar and editorial ecosystem. Comparable as the industry context in which Sophie Ferjani's brand collaborations, media features, and showroom business operate.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/sophie_ferjani

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 CONCEPTION INTERIEURE