When Sojeans.fr launched its beta version online last September, it did it quietly. And almost exactly at the same time as Uncle Jeans, another deni site did at the initiative of a Marseille retailer. Now the multibrand online store has launched in grand style on the 2nd of February in Paris as well as in cities in Germany and Great Britain. Because the goal is huge. Sojeans wants to become the Spartoo or the Sarenza of denim, according to the fund 360 Capital Partners, which had been behind the capital of Yoox and has invested 2 million euros this summer in the start-up.

Sojeans actually dates back to 2010. Some of the brands had signed up with Jeans-Homme.fr, "the big internet denim store, the pilot project preceding the launch of Sojeans," according to Raphael Madar, one of the young founders who describes the project in his online CV. In short, it is a virtual store launched by the entrepreneurial duo of Sebastien Mejean and Raphael Madar. The two founders, who are business school graduates, come from a consulting background. The estimated turnover for the company in five years is in the order of 100 million euros.


Very French and uniquely masculine, the Jeans-Homme.fr site should blend in well with Sojeans, which is available in 5 languages - French, Spanish, German, English and Italian. The French and German markets are priorities. Sojeans confirmed that it is working with 75 brands, including 7 For All Mankind, Blend, Calvin Klein Jeans, Cheap Monday, Diesel, Edwin, Freeman T. Porter, Wrangler, Japan Rags and others.