Vertbaudet
Equistone Partners Europe (majority shareholder) · France
Vertbaudet is a French children's and baby brand founded in 1963 by Anselme Dewavrin in Tourcoing as a mail-order business. The investment fund Equistone Partners Europe bought a majority stake in 2021, with management keeping the rest.
| Founded | 1963 |
|---|---|
| Founder | Anselme Dewavrin |
| Majority owner | Equistone Partners Europe, since 2021 |
| Headquarters | Tourcoing, France |
| Segment | Childrenswear, mid-market |
| Website | vertbaudet.fr |
What is Vertbaudet?
Vertbaudet is a French retailer and brand for children's clothing, baby clothing, maternity wear, childcare equipment and furniture for children's rooms. It is based in Tourcoing, in northern France.
History
Anselme Dewavrin, who ran a textile spinning business, founded Vertbaudet in 1963 as a catalogue mail-order brand for young children and their mothers. It became a subsidiary of the La Redoute group in the late 1980s, later part of PPR, now Kering. In 1996 it opened its first store, in Lille.
In 2013 PPR sold Vertbaudet and Cyrillus to the fund Alpha Private Equity 6, in a deal reported at 119 million euros. In 2021 Equistone Partners Europe bought a majority stake in Vertbaudet, with management retaining the remainder, while Cyrillus was sold separately to MGA Groupe.
Products and positioning
The brand sits in the mid-market. Its website lists clothing for children and babies, shoes, maternity wear, nursery products, decoration, bedding, toys, personalised clothing and second-hand items.
Business model and distribution
Vertbaudet remains a strongly online business. A French reference page says it has more than 70 stores in France, but that most revenue comes from websites operating in eight European countries. The site also offers a loyalty club, gift cards and store delivery. That page gave a headcount of 1,076 in 2017, a figure that may have changed.
Why it matters
Vertbaudet is a rare example of a mail-order children's brand that adapted to e-commerce and then to private equity ownership. Its separation from Cyrillus in 2021 closed a joint chapter of nearly a decade.
Frequently asked questions
Who owns Vertbaudet?
Equistone Partners Europe bought a majority stake in 2021, with Vertbaudet's management keeping the rest, according to French reference pages.
Where is Vertbaudet from?
Vertbaudet is a French brand founded in 1963 in Tourcoing by Anselme Dewavrin. It started as a mail-order catalogue for children's clothing.