In a French organic market undergoing profound changes, Marcel & Fils stands out as a distinctive player. Founded in 2008, the company has grown from a regional presence in the South-East to one of the top five specialized organic retailers in France, with 60 stores across multiple regions. Its ambition is clear: to make organic synonymous with pleasure rather than constraint.
A gastronomic approach to organic
Marcel & Fils redefines the organic experience by placing gastronomy at its core. The brand’s philosophy, driven by CEO Emmanuel Dufour, is to reconcile environmental responsibility with the pleasures of taste and conviviality. This ambition translates into a meticulously curated assortment that goes far beyond basic organic staples. Customers discover seasonal fruits and vegetables selected for their freshness and flavor, a refined collection of aged cheeses, exceptional wines sourced from passionate producers, and artisanal breads crafted with traditional know-how. To further elevate the experience, Marcel & Fils has developed an in-house catering range through a dedicated culinary laboratory, where original recipes are created to inspire and delight. Each store is conceived as a true culinary destination—a place where authenticity, quality, and creativity converge to transform shopping into an art of living.
An ambitious and structured growth strategy
Marcel & Fils’ expansion is underpinned by a clear and distinctive vision that combines differentiation and scale. The brand’s growth model rests on three strategic pillars: an exclusive product offering centered on taste and quality, a premium customer experience designed to foster loyalty, and a dynamic development plan. This plan integrates organic growth through new store openings with targeted acquisitions, ensuring both territorial coverage and operational synergies. The objectives are bold yet precise: surpassing 100 stores within the next two to three years, achieving revenues of €200–220 million, and ultimately reaching €500 million within five to seven years. This trajectory reflects a commitment to disciplined execution, rigorous brand consistency, and the ability to anticipate evolving consumer expectations in the premium organic segment.
What do you expect from SWEN CP’s backing?
SWEN CP is a strategic partner that supports Marcel & Fils’ external growth. Their investment has already enabled the acquisition of seven stores, adding €22 million in revenue. But beyond financial resources, what truly matters is the shared vision. SWEN adopts a long-term approach, far from short-term performance logic, and embraces responsible, sustainable growth. This trust gives Marcel & Fils the freedom to imagine ambitious projects and strengthen its environmental and social impact.