Our story - SMCP

Welcome to a story written in the present, yet crafted to endure

Our story begins with two women: Evelyne Chetrite and Judith Milgrom, founders of Sandro and Maje.

Two sisters driven by a shared vision, reimagining fashion to elevate women’s everyday lives. A fashion that reflects its time.

Guided by a spirit of family, Sandro opens to menswear under the artistic direction of Ilan Chetrite, who brings a modern, confident allure.
Claudie Pierlot and her Parisian wardrobe soon join the journey.

SMCP takes shape. A few years later, Fursac and its art of distinction further enrich our menswear universe.

Today, founders and creative teams imagine unique pieces at the heart of our Parisian studios, garments crafted with exacting standards and emotion, reinterpreting the present, season after season.

Chapter 1

In the Beginning

1980 to 2000

1984

Creation of Sandro

Evelyne gives birth to Sandro, driven by a deep desire to offer bold and contemporary fashion.

Twenty years later, the first boutique opens in the heart of the Marais, on Rue Vieille du Temple — an address that has since become iconic.

Her singular vision of femininity is evident from the very first collections. She explores her favorite field of expression: the balance between masculine and feminine. A fluid, sophisticated aesthetic that whispers a distinctly Parisian allure to women.

1998

Creation of Maje

From an early age, Judith knew she wanted to dress women and build her own stylistic language.

In 1998, she founded Maje with a clear objective: to offer women a wardrobe that allows them to feel feminine everywhere, at all times.

She draws on her memories—those of the family workshop—to create a brand that is both personal and universal. Fashion, according to Judith, is organic, like the wind, the sun, the sea… It cannot be mastered or controlled. It is something to be lived.

Chapter 2

Accelerating Momentum in France

2000 to 2010

2002

First Maje store on Rue du Four, Paris

2004

First Sandro store on Rue Vieille du Temple, Le Marais

Before the 2000s, Evelyne and Judith’s creations found their place in multi-brand stores.

However, a few years after founding their houses, they made the strategic decision to open their first boutiques in the heart of Paris.

These openings marked a turning point—a true starting point that enabled their brands to build a name and initiate their development in the French market.

2007

Ilan Chetrite brings Sandro into menswear

Ilan Chetrite, Evelyne’s son, decided to extend the family story by launching the Sandro menswear line. Today, Ilan continues the creative legacy while infusing each collection with his personal touch, reinventing it season after season.

He shapes a wardrobe that embodies a modern and sophisticated look—confident and contemporary.

2008

Opening of the 100th point of sale in France

By adopting an integrated retail model, Sandro and Maje reached a decisive milestone: taking full control of their image. Season after season, this choice allows them to orchestrate every detail, from the presentation of collections to the quality of customer experience.

In every boutique, the experience becomes a natural extension of the studios: a controlled, attentive universe that remains true to the spirit of both brands.

2009

Acquisition of Claudie Pierlot

Claudie Pierlot joins what will become, the following year, the SMCP Group—bringing together the three brands: Sandro, Maje, and Claudie Pierlot.

The eponymous brand is entrusted to Evelyne and Judith as Claudie Pierlot, the founder, passes away at the age of 61. Claudie leaves behind a unique legacy to the future SMCP Group: a brand with a genuine soul, created by an exceptional designer.

Chapter 3

Expansion Across Borders

2010 to 2020

2010

Creation of the SMCP Group

The family story becomes that of a Group, without ever losing the energy and passion that shaped it. The ambition is clear: to grow without limits, to dream without borders, and to ensure the lasting influence of our signature.

2011

Launch of each brand’s e-commerce websites

2011

Opening of the first store in United States

2012

Opening of the first store in Asia, in Hong Kong

2015

Opening of the 1,000th store

2017

IPO of the Group on Euronext Paris

The year 2017 marked a structuring milestone in our history: SMCP was listed on the regulated market of Euronext Paris. This listing opened a new chapter for the Group, strengthened its visibility, supported its growth, and affirmed its position on the international stage.

2018

The Group surpasses €1 billion in sales

2019

Acquisition of Fursac

In 2019, the Group strengthened its presence in the menswear market with the acquisition of Fursac, a house renowned for its positioning in the tailoring segment.

This integration reinforces the balance of our brand portfolio and confirms our ambition to develop a complete and coherent menswear offering, driven by excellence in tailoring craftsmanship.

Chapitre 4

Toward Global, Digital, and Sustainable Brands

Since 2020

2021

Launch of the first second-hand service at Sandro and rental services at Maje

Today, SMCP Group brands offer their customers second-hand, rental, and repair services, enabling us to bring our commitments to circular fashion to life.

2022

Sandro opens its flagship store on the Champs-Élysées

2023

SMCP’s carbon reduction goals validated by the Science Based Targets initiative (SBTi) and launch of a global Diversity & Inclusion strategy

Since 2024

Welcome to a story written in the present, yet crafted to endure

Creation of Sandro

Creation of Maje

First Maje store on Rue du Four, Paris

First Sandro store on Rue Vieille du Temple, Le Marais

Ilan Chetrite brings Sandro into menswear

Opening of the 100th point of sale in France

Acquisition of Claudie Pierlot

Creation of the SMCP Group

Launch of each brand’s e-commerce websites

Opening of the first store in United States

Opening of the first store in Asia, in Hong Kong

Opening of the 1,000th store

IPO of the Group on Euronext Paris

The Group surpasses €1 billion in sales

Acquisition of Fursac

Launch of the first second-hand service at Sandro and rental services at Maje

Sandro opens its flagship store on the Champs-Élysées

SMCP’s carbon reduction goals validated by the Science Based Targets initiative (SBTi) and launch of a global Diversity & Inclusion strategy

Acceleration of international partner development with expansion into 11 new countries