Moismont Transforms: Family Fashion Expands with Ready-to-Wear at Le Bon Marché
Parijs, vrijdag, 27 juni 2025.
The renowned family fashion market Moismont is undergoing a strategic transformation under the leadership of the new generation. The brand, originally specialised in accessories, is expanding its range to ready-to-wear clothing and entering a remarkable collaboration with the prestigious Parisian department store Le Bon Marché. This strategic step marks a significant shift in the company’s strategy, with clothing now accounting for nearly 60% of sales. Jacques Bijvoet, the new brand leader, sees a clear alignment between Le Bon Marché’s customer base and Moismont, underlining the ambition to become a full-fledged ready-to-wear player.
Company Background and Founding
Moismont is a French family brand founded in 2012 by Martine Bijvoet, originally specialising in accessories such as scarves. In 2022, her son Jacques Bijvoet took over the leadership and moved the headquarters to Paris, where he works with his family [1][3].
Collection Expansion
The current Moismont collection encompasses a wide range of clothing items, including blouses, skirts, trousers, cardigans, and dresses, priced between €35 and €265. The products are traditionally manufactured in India for cotton models and in Mauritius for knitted items [1][2].
Strategic Collaboration
The collaboration with Le Bon Marché marks a crucial phase for Moismont. Jacques Bijvoet emphasises that there is a clear correspondence between Le Bon Marché’s customer base and Moismont. Clothing now accounts for 150% of sales, compared to 40% for accessories [1][3].
Financial Performance
Moismont currently generates an annual turnover of approximately €4 million. The company is profitable and has achieved an annual growth of 30% over the past 5 years. As a family business, however, they can only finance organic growth [1][2].
Distribution and Future Plans
Moismont’s distribution is primarily through wholesale, with approximately 500 retailers, mainly in the US and Asia. The online store represents only 10% of the activities. The brand plans to open its first flagship store in Paris in the coming years [1][3].