Smallable

About Smallable

Smallable operates as a curated online concept store and retailer for family-focused products, spanning fashion, decor, and furniture. The company was founded in Paris in 2008 by Cécile Roederer and Pierre Rochand. Roederer, with a background in economics and marketing at companies like Dim and Lancel, identified a market opportunity through personal observation. She noticed friends and family struggling to find high-quality, design-led products for their children in one place. The initial idea was to create a single online destination for discerning parents, targeting "digital moms" with significant purchasing power by aggregating niche and designer children's brands from around the world.

The business model is centered on e-commerce, which accounts for the vast majority of its sales, complemented by two physical boutiques in Paris. Revenue is generated through the direct sale of goods from over 900 designer brands as well as its own private-label brands, such as 'Hundred Pieces' for fashion and 'Communauté de Biens' for decor. The platform operates internationally, delivering to 200 countries and maintaining a significant portion of its turnover from outside France. The product catalog started with a focus on children but has since expanded to include womenswear, teen apparel, and a comprehensive range of items for the entire family and home, including toys, beauty products, and baby gear. A key feature is the "Greenable" label, a curated selection highlighting products with strong sustainable and ecological credentials, a focus for the company since its inception.

Significant milestones include a €2 million fundraising round in 2010 to fuel international expansion, followed by a €5 million round in 2015. That same year, Smallable opened its first brick-and-mortar store in Paris. The product line expanded to adolescents in 2013 and to womenswear and design in 2016. Cécile Roederer's husband, Pierre Rochand, joined the company full-time two years after its launch, making it a family-run business. The company's growth reflects a broader consumer trend of blurring the lines between adult and children's aesthetics and an increased focus on curating a family lifestyle.