Tartine et Chocolat
France
Tartine et Chocolat is a French premium childrenswear brand created by Catherine Painvin in the 1970s, dressing newborns, babies and children up to 14. It was later bought by the Zannier group, and its current ownership is not clearly documented in public sources. The label is one of the best known names in upmarket French children's fashion.
| Founded | 1970s (1976 or 1977 depending on source) |
|---|---|
| Founder | Catherine Painvin |
| Country | France |
| Segment | Premium childrenswear |
| Former owner | Zannier group |
| Website | tartine-et-chocolat.fr |
What is Tartine et Chocolat?
Tartine et Chocolat is a French children's fashion label positioned in the premium segment. Its collections cover newborns, babies from three months to four years and children from two to 14 years, alongside plush toys, nursery accessories and decorative items for children's rooms. The brand is closely associated with a soft, classic Parisian aesthetic and with gift purchases for births.
History
The brand was founded by Catherine Painvin. Sources differ slightly on the exact year: FashionUnited dates the launch to 1976, while a franchise directory gives 1977. The franchise listing states that the Zannier group, a French childrenswear specialist, bought the brand from its founder, and it also refers to a later insolvency and court supervised reorganisation with a continuation plan. FashionUnited described Tartine et Chocolat as part of the Zannier group in 2024. Because the group has since been restructured, the present ownership should be treated with caution.
Products and positioning
Tartine et Chocolat sits at the upper end of the children's market, competing with other French heritage labels for babies and young children. Its range includes:
- Newborn and baby clothing, including gift sets
- Childrenswear up to age 14
- Plush toys and childcare accessories
- Children's room decoration and, historically, fragrances and furniture
Business model and distribution
The brand combines its own boutiques with franchise partners, department store concessions and online sales. FashionUnited reported a network of around 100 points of sale in cities including Paris, New York, Tokyo, London, Geneva and Shanghai. In February 2024 the label opened a pop-up store at Harrods in London to present its spring summer collection. A franchise directory lists a network of shops in France and several international markets in Africa and Asia.
Why it matters
Tartine et Chocolat illustrates how French premium childrenswear relies on brand heritage, gifting occasions and a mix of franchise and department store distribution to reach an international clientele. Its history under group ownership also reflects the consolidation and financial pressure that have shaped the French children's fashion sector.
Frequently asked questions
Who founded Tartine et Chocolat?
Tartine et Chocolat was founded by Catherine Painvin in France in the mid 1970s. Sources give either 1976 or 1977 as the launch year. The brand was later sold to the Zannier group.
Is Tartine et Chocolat a luxury brand?
Tartine et Chocolat is usually described as a premium French childrenswear brand. It sells through boutiques, franchise partners and department stores such as Harrods. Its prices sit above mainstream children's chains but below the most exclusive luxury labels.