Traditionally, France has favored legacy brands—long-established names with a heritage to match. (Just think about Printemps opening in New York City!) French startups have faced resistance in a culture that values tradition and longevity. But over the past decade, a mix of globalization and government-backed startup initiatives has shifted that mindset.
Today, Choose stands as part of this new entrepreneurial wave, placing France firmly on the modern retail map. With over 100 employees worldwide, a dedicated 15-person U.S. team, and more than 500,000 monthly users, Choose is scaling fast. Growth in the American market alone has exceeded 200%, with the company reporting close to €100 million in annual revenue.
Since its launch, Choose has worked with over 6,000 independent brands, acting as a bridge between emerging labels and curious, quality-driven shoppers.
Not Your Average Shopping App
Open the Choose app, and you’re greeted with a clean, minimalist interface and a rotating lineup of brands. From the chic French knitwear of La Française Mailles, to Brooklyn’s Apotheke candles, Lithuania’s Son de Flor linenwear, and gourmet home goods from The French Farm, each offering feels personal and carefully considered.
You won’t see these brands forever, either. “You can think of Choose as a collection of virtual pop-up stores,” says Richard. “Every day at 7 AM EST, a curated list of brands ‘open’ shop on our app for a limited period—usually 1 to 2 weeks. Our curation is lifestyle-focused, spanning ready-to-wear, home decor, kids, and wellness.”
That philosophy extends far beyond aesthetics. Choose lives by the motto, “We curate, you choose,” prioritizing transparency and intentionality. Each brand is vetted for ethical production standards, product quality, and values that align with the Choose ethos. It’s not just about trends—it’s about trust, reflecting a distinctly European approach to shopping that more consumers should embrace for a sustainable future.
Curation at Choose isn’t left to chance. Each product category is managed by a dedicated in-house expert, someone who combines data with instinct and taste.
One example of this approach is Choose’s collaboration with Artemide France, where the team co-created a limited edition La Verde colorway of the brand’s iconic mushroom lamp. The launch sold out within hours, marking one of Artemide’s most successful collaborations to date. This kind of response isn’t unusual for Choose—even their advent calendar sold out almost immediately at the end of 2024.
Choose is carving out something entirely different: a modern, agile platform that champions discovery, supports independent creators, and proves that the future of French retail doesn’t have to look like one of the grands magasins.
“We were fortunate to have the support of some of France’s greatest entrepreneurs from the very beginning,” reflects Richard. “In addition to their investment, they helped us shape our business acumen and, most importantly, build a great product. France is home to many incredible entrepreneurs, and the fact that they’re willing to pay it forward was essential for us.”
It’s not about being everywhere. It’s about being where it matters, and Choose seems to have figured that out, taking ethical production into a tech-powered world.
Angelika Pokovba is a writer and longtime Francophile originally from NYC, now based in Mexico. She’s into food, wine, skincare, and all things French—especially summers in the South and pharmacy finds she stocks up on way too early.
