Nathalie Christen-Genty raises €9 million for Melijoe, a luxury e-tailer for kids

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Nathalie Christen-Genty raises €9 million for Melijoe, a luxury e-tailer for kids
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When it comes to looks, the chic attitude isn’t just for grown-ups. 


Kids clothes and shoes online sales market still appeals to investors: Bebeo, Melijoe’s publishers, has announced on November 25th that they have raised 9 milllions euros with Gimv and its early shareholder, CM-CIC Capital Privé. The forty staff company had previously raised 1,7 million euros with CM-CIC Capital Privé in 2013, adding up to a total of 14 million euros.

Launched by Nathalie Christen-Genty in 2007, this children’s fashion website offers top of the range brands such as Cacharel, Tartine et Chocolat, Fendi, Catimini, Guess, etc. These are generally seduced by the quality of work invested on visuals and marketing, which helps maintain their brands’ image.

We target mums who love fashion, for themselves and for their children, states the French company founder.

100 000 clients have made purchases on this marketplace since its creation. Melijoe reported a 14 million turnover in 2013.

2015 objective : 75% of turnover generated by export

The aim of this raise is essentially to accelerate at international level. The website is currently available in 6 languages, and about 50% of its turnover is generated by export. « We are targeting an export that would represent 75% of our turnover by 2015 » told Nathalie Christen-Genty when she was interviewed by FrenchWeb in 2013.

On this market, many players position themselves in addition of the actual brands’ sites, and mail order companies, just like Atelier de Courcelles, Monshowroom, as well as clothes websites which don’t focus on children’s fashion only : Asos, showroomprive, brandalley, bazarchic, vente-privee, etc.

By Adeline Raynal, FrenchWeb

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