Tape à l'Oeil
Tape à l'Oeil is a French childrenswear retailer dressing children from birth to 14 years. Launched in 1996, it operates a store network in France and abroad through its own shops and franchising.
| Origin | France |
|---|---|
| Launched | 1996 |
| Age range | 0 to 14 years |
| Model | Own stores and franchising |
| Website | tape-a-loeil.com |
What is Tape à l'Oeil?
Tape à l'Oeil is a French childrenswear brand and store network. It designs ready-to-wear for children from birth to 14 years old and sells it through a chain of dedicated stores.
History
The store network was launched in 1996. From 2003 the brand expanded outside France, using master franchise agreements in Europe, the Middle East and India. By 2009 the network counted about 170 stores, roughly 40 of them abroad.
Products and positioning
Tape à l'Oeil offers a broad children's assortment with more than 1,000 references and collections renewed every two weeks.
Distribution
Alongside company-run shops, the brand grows through franchising. In France it has used commission-affiliation contracts, under which partners operate stores while the brand supplies the collections, combined with master franchise deals for international markets.
Why it matters
Tape à l'Oeil is one of the French specialist childrenswear chains that built scale through a mixed network of own and partner-run stores, a model that relies heavily on fast assortment rotation.
Frequently asked questions
Where is Tape à l'Oeil from?
Tape à l'Oeil is a French childrenswear brand whose store network was launched in 1996.
What ages does Tape à l'Oeil dress?
Tape à l'Oeil makes clothing for children from birth to 14 years old.