From Flea Markets to Fashion Empire: Why Sézane's Story Matters for Female Founders
Take inspiration from Morgane Sézalory, founder of Sézane, the B Corp certified French fashion brand known for its effortless, Parisian-inspired style.
Hello, Denyse here, and a very warm welcome to We Are Mimosa, a place for women building brands which are aligned with their purpose and values, and who care about making the world a better place.
Every time I slip on my favorite Sézane cardigan (and I'll confess, I own more than one), I'm reminded of why this brand resonates so deeply with me. As someone who studied French and lived in France, I've watched with fascination as Sézane has revolutionized traditional French retail. It's not just about the perfect cut or the sustainably sourced wool – it's about the remarkable story of a female founder who followed her intuition to build one of France's most successful fashion brands.
This week's Female Founder Spotlight shines on Morgane Sézalory, founder of the B Corp certified fashion brand Sézane. Having experienced firsthand the traditional, often rigid approach to French retail during my time there, I'm particularly excited to share how Morgane challenged these conventions to create something truly revolutionary.
The Power of Starting Small
Morgane's journey begins not in a corporate fashion house or prestigious design school, but in the bustling flea markets of Paris. At 18, armed with nothing but an eye for style and entrepreneurial spirit, she began scouring markets like Vanves and Clignancourt for vintage treasures – think rare Courrèges, Hermès, and Saint Laurent pieces – to sell on eBay.
Skipping university, Morgane decided to set up her own website, Les Composantes, where she sold her vintage finds. On the first Tuesday of every month, she would post 100 of her assorted finds from Vanves, Clignancourt, and beyond, and watch her “rendez-vous” drop take off. This was just as e-commerce was starting to bubble up in the French fashion industry.
Nobody really understood and believed in what Morgane was doing; not even her family, who according to her were "very worried". Press and media coverage were hard to come by. Her most important channel became word-of-mouth, and enthusiastic and engaged Parisian customers were the brand's ambassadors and the initial brand community.
What strikes me about this beginning is its accessibility. No fancy degrees, no family connections, no venture capital – just pure passion and intuition. As a business coach, I often encounter female founders who feel they need to do every online course under the sun before starting. Morgane's story proves otherwise.
Building a Brand Through Community
In 2008, Morgane launched Les Composantes, selling 100 curated vintage pieces monthly through her website. Here's where it gets interesting from a brand-building perspective: when traditional media wouldn't give her the time of day, she turned necessity into innovation. Word-of-mouth became her marketing strategy, with enthusiastic Parisian customers becoming her first brand ambassadors.
This community-first approach is something I advocate strongly to my clients. In today's digital-first world, authentic community building often outperforms traditional marketing – a lesson Morgane understood intuitively long before it became fashionable.
The Courage to Pivot
By 2013, Morgane had noticed something crucial: her own designs were outselling vintage pieces. Instead of playing it safe, she took the bold step of relaunching as Sézane, France's first online-only fashion brand. Remember, this was when conventional wisdom still insisted that French women would never buy fashion online without trying it on first.
This pivot demonstrates something I consistently emphasize to female founders: the importance of listening to your market and having the courage to evolve, even when others doubt your vision.
Scaling with Purpose
What truly sets Sézane apart – and why I reference it often in my work with purpose-driven founders – is how it has scaled without compromising its values. Consider these achievements:
Becoming one of the first French fashion brands to achieve B Corp status in 2021
Maintaining 90% of sales through e-commerce while creating innovative physical spaces (L'Appartement concept stores) that feel more like welcoming homes than retail outlets
Building a strong presence in higher-margin categories like bags and shoes (35% of sales) while staying true to their core aesthetic
Launching successful sub-brands like Octobre Editions (menswear) and Les Composantes (homeware)
The Working Mother's Perspective
As a mother of two daughters, Morgane runs this growing empire while balancing family life in Paris. This aspect of her story particularly resonates with many of my clients who are navigating the complexities of scaling a business while raising a family. Her approach demonstrates that you don't have to choose between business success and personal fulfillment – it's about finding your own rhythm and staying true to your values.
Lessons for Female Founders
What makes Sézane's story particularly relevant for female founders today?
Trust Your Intuition: Morgane had no formal business training but trusted her understanding of what customers wanted. Sometimes, market insight comes from experience rather than education.
Start Where You Are: The journey from eBay seller to fashion empire shows that your starting point doesn't determine your destination.
Build Community First: Sézane's growth was powered by word-of-mouth and genuine customer connections, not massive marketing budgets.
Let Purpose Guide Growth: The brand's commitment to sustainability and ethical practices (now validated by B Corp certification) shows how purpose can drive profit.
Challenge Conventions: Whether it was selling luxury fashion online or reimagining retail spaces, Sézane succeeded by questioning industry norms.
Looking Forward
Today, Sézane continues to evolve, with new initiatives in homeware and kidswear on the horizon. Yet what impresses me most is how the brand maintains its soul while scaling – something I'm passionate about helping other female founders achieve.
When I work with clients dreaming of building purpose-driven brands, I often point to Sézane as proof that you can grow significantly while staying true to your values. Morgane's journey from the flea markets of Paris to leading a global fashion brand shows that with vision, persistence, and authenticity, remarkable things are possible.
I hope you’ve enjoyed today’s Female Founder Spotlight? What aspects of Morgane's story resonate most with your entrepreneurial journey? I'd love to hear your thoughts in the comments below.
And, if you enjoyed this post take a moment to “❤️” it and share the love by restacking it.
Until next time!
Denyse
P.S. For those interested in a deeper dive into Sézane's business strategy and growth, check out my detailed analysis piece [link to educational piece]. There, we explore the nuts and bolts of how Morgane built this sustainable, scalable brand.
And if you're curious about creating an unforgettable brand like Morgane’s, check out my new series on building a brilliant brand and my Summer Business School series on business planning which includes a piece about marketing on a shoestring.
About me
If you’re new to my work, it might be helpful if I explain who I am and what I do!
I’m Denyse Whillier, a former Chief Executive with more than 25 years of business experience under my favourite Sézane belt. I upcycle my skills and experience to provide business mentoring and strategic support, reimagined for female founded businesses.
My mission is simple. It’s to make it easier for women to build thriving brands which are aligned with their purpose and values and to close the gender gap in entrepreneurship, one female founder at a time.
To find out how I can support you on your business journey, check out this link. And if you’d like to know more about the results my clients get, here are some of my case studies.
One-off advice | 3-hour intensive | Ongoing monthly business coaching | Done-for-you business audit