Spartoo has acquired Easy Peasy from the Noël group, which was put into liquidation in the autumn of 2019. The financial details of the acquisition have not been disclosed. Easy Peasy is an eco-friendly brand that makes baby booties. The brand was founded in 2008 by two young creatives who were passionate about shoes as well as the preservation of the environment.
Spartoo’s acquisition is meant to strengthen its position in the children’s segment. In 2017, Spartoo acquired GBB, the children’s business of the Kindy group.
As previously reported by Shoe Intelligence (Vol. 21 n° 21,22 of 16/11/2019), a French court ruled on the final shutdown of Chaussures Noël’s remaining operations in France as well as in Tunisia in 2019. Noël employed 784 people overall at the time. The company sought candidates for the acPage 5
Feb. 15, 2020
quisition of its brands of children’s shoes, among which was Easy Peasy, in addition to Noël Kids, Babybotte, Mary Isa and Minibel.
Spartoo.com was launched by three young friends – Boris Saragaglia, Paul Lorne and Jérémie Touchard – in August 2016. The business was named after the ancient leather sandals from the city of Sparta, in ancient Greece. The founders added two “O”s, a reminder of some of the Internet’s greatest successes (gOOgle, yahOO, kelkOO, etc.), as the company explains on its website. Today the French e-tailer has around 1,000 employees and posts revenues of about €250 million.
