Introduction: Lafaurie, a Parisian menswear label run by brothers Théo (31) and Pablo (24) Lafaurie, is positioning itself between luxury and fast fashion by offering contemporary, design-led clothing at accessible premium prices. The brand recently opened its 14th store in the Marais, signalling a new phase that blends retail, art and community as it scales domestically and internationally.
Business positioning and product: Rooted in a family retail legacy founded by their father Pierre in 1991, Lafaurie defines itself as “smart luxury.” Price points span roughly €100 for cotton shirts to €650 for lamb leather jackets, with most core items under €300. The label’s creative signature—examples include an asymmetric painter’s jacket and subtle, self-produced prints—targets a client base of artists, editors and creative professionals who value craft, fit and quiet design cues over logos.
Operations and supply chain: The brothers benefited from an established supplier network across Italy, Portugal, Estonia, Romania and Morocco, enabling quality manufacturing at competitive costs. They design in a Saint-Germain studio and operate a primarily European sourcing model that supports margin control while maintaining a premium aesthetic.
Growth, channels and risks: E-commerce now represents about 25% of Lafaurie’s revenue, with more than half of online sales coming from the US. The brand’s revenues rose to roughly €8m in 2024 (+20% year-on-year) and are projected to grow around 25% in 2025. International momentum — notably a 50% growth in US sales in 2024 — presents opportunity but exposes Lafaurie to geopolitical risks such as potential US import tariffs; the label is also exploring Asia as a diversification route.
Retail, culture and technology: Lafaurie’s stores mix gallery-style curation, rotating artist collaborations and vintage art books to reinforce its cultural positioning. Internally, the team (about 50 people) is investing in proprietary tech and AI to streamline operations. The brand plans measured physical expansion, pop-ups and selective department store partnerships to balance creative identity with commercial scale.
Conclusion: By combining artisanal supply chains, a clear mid-market positioning and cultural retail experiences, Lafaurie is carving a resilient niche in Parisian menswear amid a shifting consumer landscape.