With a new generation at the helm, French fashion brand Moismont continues to expand its wardrobe, initially focused on accessories and more specifically scarves. With a chic style that’s also bursting with pattern and color, thanks to its Indian manufacturing roots. Founded in 2012 by Martine Bijvoet, who had previously created and then sold the scarf brand Inouitoosh (now Inoui Editions), the label was born at the Domaine de Moismont, a vast family home in the Somme region that still draws its business from apple and pear orchards.
Her son Jacques Bijvoet took over the reins of the brand in 2022, and anchored its headquarters in Paris, where he works alongside his family. His sister works in production, while his brother-in-law looks after the finances. The gradual expansion of the clothing offer, in addition to accessories, has enabled the brand this year to imagine a real wardrobe for Le Bon Marché, where its products have been sold for many years. A capsule will be unveiled in September 2025 in collaboration with the department store’s own women’s brand, recently reformulated and named Le Bon Marché Rive Gauche.
Traditionally produced in India for the cotton models, and in Mauritius for the knitwear, the collection features blouses, skirts, pants, bibs, jackets, dresses and accessories priced from 35 to 265 euros. Available in shades of burgundy, green and dark blue, with some inspiration from Scottish tartans.
“There’s a real connection between the Bon Marché customer and the Moismont customer. This collaboration shows that we’ve become a full-fledged ready-to-wear player. Clothing now accounts for almost 60% of our sales, compared with 40% for accessories and luggage,” explained Jacques Bijvoet.
The brand, which generates annual sales of around 4 million euros, wants to be more visible, and this partnership should help. In fact, the next capsule will be launched with the family-owned Cyrillus brand.
Moismont’s distribution is via its e-commerce site (which accounts for 10% of business), but above all via wholesale, which is its sole physical sales channel. The company has around 500 retailers, most of whom are based abroad, mainly in the U.S. and Asia. “We only produce to order, so we have extremely little residual stock, a slight risk weighing solely on the e-shop,” he explained.
The good results of the brand – which employs a dozen people – give him confidence to expand, but without haste.
“We’re profitable, and our annual growth rate has been 30% for the past five years. That’s very encouraging, but as a family business, without investment funds, we can’t finance more than growth. In the coming years, we’d very much like to open our first flagship store in Paris, now that our offer is more complete,” he concluded.
In the meantime, Moismont will be setting up a pop-up store on rue Debelleyme in the Marais district of Paris for the festive season.
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