In a significant move poised to amplify its global presence, Marseille-based fashion brand Sessùn has sold a majority stake to the Italian private equity firm Quadrivio. This transition from majority owner Experienced Capital and founder Emma François-Grasset positions Sessùn strategically to enhance its brand awareness and scale its operations, particularly outside France.
Founded in 1996, Sessùn captures the essence of the Mediterranean lifestyle through its designs that echo its Southern French roots. Characterized by earthy colors, breezy fabrics, and minimalist craftsmanship, the brand has carved a niche for itself as both “accessible and refined.” This positioning resonates deeply with today’s consumers who seek quality without the luxury price tag.
Laure Olivier, Sessùn’s Chief Marketing Officer, emphasizes the essence of the brand’s identity: “We don’t follow the easy road of being presented as a French brand with Parisian style, we do things more subtly, but we have a French soul.” This unique marketing approach has set Sessùn apart in a saturated fashion market.
Financially, the company has shown remarkable growth. After selling a minority stake to Experienced Capital in 2017, Sessùn has seen its annual sales climb from €20 million to €70 million—a growth trajectory of nearly 20 percent per year. The brand currently operates 80 retail locations and has established partnerships with 400 wholesale stockists, highlighting its wide reach.
Quadrivio’s acquisition certainly aims to catalyze Sessùn’s international expansion plans. France currently accounts for a substantial 60 percent of the brand’s sales, yet the goal within the next five years is a dramatic shift towards achieving 60-70 percent of sales from global markets. “It’s time to flip the current paradigm,” Olivier asserts. The plan is not just to enhance the retail presence but also to strengthen its wholesale side, recognizing its crucial role in overall sales.
Germany and Spain have emerged as Sessùn’s largest international markets, but recent successes in the UK—a series of four boutiques opened in London since 2019—signal promising growth opportunities there. The brand is also targeting the U.S. market aggressively. A recent partnership with Nordstrom marks the brand’s entry into the American fashion landscape, a calculated risk that aligns with its long-term vision for international diversification.
The interest around Sessùn from investors mirrors a broader market trend where affordable luxury brands are gaining momentum. As luxury prices skyrocket, consumers are shifting their attention towards brands that offer quality and style without exorbitant cost. For instance, the recent stakes acquired by L Catterton in Polène and Tethys fund in Sézane underscore this movement towards investment in accessible luxury.
Quadrivio’s strategy will heavily focus on boosting Sessùn’s brand awareness, particularly in international markets. “Sessùn is quite well-known in France, but there is a lot of room to grow abroad,” Quadrivio CEO Alessandro Binello commented. “Nowadays, people want to be part of a community; we need to create that.” This insight aligns with effective brand strategies in the modern age, which highlight consumer engagement as a key driver for sustainable success.
On the product front, Quadrivio plans to increase the share of leather goods, directing attention to developing new collections of shoes and bags. This commitment to product diversification includes the recent launch of the Diviluz bag at a competitive price point of €325, placing it within the affordable luxury segment that brands like Sézane and Polène have successfully navigated.
By 2028, Sessùn aims to achieve €130 million in annual revenue without raising prices, maintaining their commitment to making fashion accessible. In Olivier’s words, “We don’t want to lose anyone. Keeping our products accessible is at the brand’s core.” Such philosophies reflect a consumer-first mindset that can help bolster loyalty amidst increasing competition in the fashion industry.
In conclusion, Sessùn is not merely navigating the evolving landscape of the fashion world but is poised to substantially enhance its footprint across international markets. The support from Quadrivio and the strategic emphasis on product development and brand awareness indicate a promising chapter ahead for Sessùn. As trends shift towards affordable luxury, brands like Sessùn are setting the stage for what could be the next wave of successful fashion retailers.
