Miliboo

About Miliboo

Miliboo SA operates as a digital-native brand in the European contemporary furniture market, managing a business model that integrates the entire value chain from product design to customer sales. The company was founded in 2005, with one source indicating a 2007 creation, by Guillaume Lachenal and Aline Buscemi near Annecy, France. Lachenal, a self-described serial tech entrepreneur since the age of 20, leveraged his background in digital and logistics to address a gap he perceived in the online furniture market for trendy, readily available pieces. His interest in technology was lifelong, having built his own computer at age nine and later founding an internet service provider in the Rhône-Alpes region. The idea for Miliboo emerged from Lachenal's personal frustration while furnishing his own home and finding a lack of desirable, in-stock options online.

The company's primary business is the online sale of its own brand of furniture and decorative items, which includes over 2,500 exclusive products. Miliboo's product lines cover furnishings for the entire home, from sofas and chairs to tables, bathroom furniture, and garden items. A key differentiator is the ability for customers to customize certain products through the "Up to you" offer. The business model is direct-to-consumer, eliminating intermediaries, which allows for competitive pricing. Revenue is generated through sales on its website, miliboo.com, and through its physical stores. The company primarily serves customers in France, which accounts for the majority of its revenue, but also operates in several other European countries including Italy, Spain, Germany, and the UK. Miliboo also targets the professional market, including interior architects and property developers.

A significant milestone was the company's initial public offering on the Euronext Growth market in Paris on December 15, 2015. This was followed by the expansion of its physical retail presence, which began with the opening of its first connected boutique, the "Milibootik," in Paris in 2014, followed by Lyon in 2017. These stores feature technology like 3D headsets for customers to simulate their interior design, enhancing the shopping experience. Miliboo has also ventured into connected furniture, creating a subsidiary for this purpose and launching products like the EKKO smart mirror and a smart sofa. The smart sofa, which won a CES Innovation Award, features a 4D sensory experience with a vibrating seat, integrated speakers, voice assistant control (Google and Alexa), and a built-in wireless charger. The company has also engaged in strategic partnerships, notably with French media group M6, which became a significant shareholder and provided advertising space to boost brand awareness.