Envie de Fraises

Envie de Fraises operates as a direct-to-consumer brand in the maternity apparel market, established in Paris in 2006. The company was founded by Anne-Laure Constanza, whose personal experience during her first pregnancy highlighted a gap in the market for fashionable, comfortable, and accessibly priced maternity wear. Constanza's background includes studies at ESCP Europe and the London School of Economics, followed by a career in international business in China, which provided her with a foundation in management and marketing. This venture was born from a previous entrepreneurial setback, which ultimately guided her to identify and pursue this specific market niche.

The business began as one of France's first digitally native vertical brands, focusing its operations entirely online to control brand image and offer a wide collection at fair prices. This model involves an integrated approach, managing the entire product lifecycle from in-house design and prototyping to manufacturing and direct sales. This structure enables the company to be highly agile, capable of creating new models rapidly and adjusting to customer feedback gathered from online interactions and focus groups. The product line includes a variety of maternity and nursing clothes such as dresses, jeans, and tops, designed to be worn both during and after pregnancy. Revenue is generated through the online sale of these items directly to consumers.

Over the years, Envie de Fraises has expanded its reach, dressing a global client base that includes notable public figures. A significant milestone was the 2017 acquisition by MK Direct Group (now Rosa), which aimed to accelerate the brand's international growth, with Constanza remaining at the helm. The brand continued its evolution within the digital space, adopting strategies like live shopping to enhance customer engagement. Subsequently, in early 2024, the brand's assets were acquired by Vertbaudet, a specialist in children's apparel.

Keywords: maternity wear, e-commerce, direct-to-consumer, fashion brand, Anne-Laure Constanza, pregnancy clothing, online retail, nursing apparel, French fashion, digital native brand, apparel manufacturing, maternity fashion, European brand, Rosa Group, Vertbaudet, women's apparel, accessible fashion, clothing design, online brand, sustainable maternity