It’s a plus to deal with an international partner and with people who have the practical knowledge of running and growing a consumer business.
Nathalie Genty - Founder and CEO
Melijoe.com is a children’s fashion e-tailer that targets a clientele of fashion-savvy mums who appreciate designer clothes for themselves and their children. It is recognised by its suppliers as the multi-brand website that best represents their image, besides being the worldwide reference for the sector. In that role, Melijoe is a strategic partner for brands that are in the process of reviewing their distribution strategy to reflect global, multi-channel retail reality.
EUR 18,8 m
When ambition meets ambition
Melijoe’s growth is happening against a dynamic background of turbulence in the global distribution landscape of lifestyle brands. New consumer purchasing habits force the sector to adapt its distribution strategy. Kidswear is a perfect example of this development. Therefore, Melijoe.com wants to improve customer experience, develop its international business and build the brand and the organisation.
Our decision to enter into a partnership with Melijoe.com was not a matter of investing in e-commerce in a general way, but based on specific insights into the sector and our belief that Melijoe.com has all the ingredients to succeed in these changing conditions.
This new investment fits perfectly within our Connected Consumer platform, which focuses on companies with a clear vision of what and how tomorrow’s consumers will buy.
Together, we build a leading company
In our partnership, we implemented a pre-agreed plan covering both the sales and the purchase side to improve fundamentally the contribution margin. This enabled Melijoe.com to invest more in marketing and international business development, paving the way to accelerate its mission to become a true lifestyle brand.
This partnership is also built on a strong alignment between founder, management and shareholders – all recognising the value of developing an international brand in a global mass niche. Melijoe.com appreciates being associated with a ﬁnancial partner that has an international mindset, and to deal directly with people who have the practical knowledge of running and growing a consumer business.