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Creation of a European leader in D2C sales with the merger of two complementary brands Atlasformen and Françoise Saget

Creation of a European leader in D2C sales with the merger of two complementary brands Atlasformen and Françoise Saget

31 May 2024

Atlas For Men, a D2C platform specializing in outdoor clothing for men, has finalized the acquisition of the French leader in direct-to-consumer home linen, Françoise Saget. This new entity, known as Atlas Group, is now one of the leading European players in the Direct-to-Consumer sales market.

Founded in 1999 within Editions Atlas, Atlas For Men designs and distributes casual-outdoor clothing and accessories through direct marketing and e-commerce, targeting the affordable price segment. Atlas For Men’s unique selling proposition lies in its D2C model (direct to consumer), which operates without physical stores and offers products both offline (catalogs) and online (e-commerce and social media). Today, the group stands out as a key player in its market, thanks to a robust business model and undeniable operational excellence that is replicable internationally. In recent years, the group has successfully expanded organically into over 14 countries in Europe and North America.

With the support of its majority shareholder, Motion Equity Partners, Atlas For Men is entering a new phase in its development by completing its first external growth operation with the acquisition of Françoise Saget.

Françoise Saget is a D2C sales platform specializing in home linen. The brand enjoys strong recognition in France and offers timeless basics and essential home products at affordable prices, in a market position similar to that of Atlas For Men. Like Atlas For Men, Françoise Saget’s products are mainly sold online (accounting for about 40% of orders) and through catalogues.

These two iconic brands share a common DNA and a similar market approach, based on a well-honed marketing strategy focused on recruiting and retaining their complementary customer bases.
The newly formed Group reaches €350 million in revenue. With the support of Motion Equity Partners, Atlas Group aims to continue its acceleration in France as well as internationally.

“The alliance with Françoise Saget is a historical step in the development of Atlas For Men. The combined group will benefit from an extensive commercial and marketing strike force in Europe, a deep digital know-how and major commercial and operational synergies. This is a unique opportunity to build a European data driven leader in distance selling by joining two legacy brands, that share a common historical DNA.” has stated Marc Delamarre, President of Atlas Group.