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Explore the key moments of the Group’s story through its personalities, creations and highlights

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Chapter 1

In the beginning

Photo des soeurs Evelyne Chetrite et Judith Milgrom

SMCP embodies the story of a Group built by the power of passion and entrepreneurship.

Two sisters, Evelyne Chetrite and Judith Milgrom, share a passion for fashion and want to accompany the women in the daily life. They make with Sandro and Maje, creations in the air of time and with quality. Very soon, the Brands settle in the minds of charmed customers.

Sandro also dresses men with the creative claw of llan Chetrite. Claudie Pierlot entrusts her eponymous house to the entrepreneurial sisters; her spirit still blows today. In the Parisian studios, the founders and their artistic teams imagine unique pieces, from the model to the design, which translate a singular story.

Photo d'Evelyne Chetrite

1984

Evelyne Chetrite

Evelyne Chetrite embarked on the Sandro adventure alongside Didier Chetrite. The first boutique would be opened 20 years later in the heart of the Marais, rue Vieille-du-Temple. Success was confirmed. Her vision of femininity is the bedrock of her creation, favouring her preferred style of expression, the masculine-feminine look, with an undeniably Parisian touch.

"The elegance of the wear cannot be without the elegance of the being.”

Evelyne Chetrite

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Logo Sandro Paris

1984

Sandro,
the free urban girl

Evelyne created a collection worn unambiguously by the urban girl whose cultivated discretion makes her even more visible.

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1984

Claudie Pierlot, la créatrice de l’œuvre

Claudie Pierlot did not find inspiration in the fashion of the 80s, which considered femininity with a theatrical sophistication. She aspired to offer fashion that was both elegant and comfortable for women like her, to enhance without transforming or going over the top: in short, a balanced stylistic proposal.

She created fashion in her image, drawing on the bourgeois codes, but without ostentation, staying on trend but without becoming a fashion victim. A proposal that really considered women and Parisian women, for whom she created an elegant, but slightly relaxed, silhouette.

Photo d'Evelyne Chetrite

“I do not draw, I do not sew, my fashion is fashion ofobservation.”

Claudie Pierlot

Logo Claudie Pierlot

1984

Claudie Pierlot, the unavoidable Parisian claw

At the time Claudie Pierlot launched her eponymous Brand, the sense off-beatness and the mix of everyday women's clothing did not exist. Claudie Pierlot modestly stated that her wardrobe was thought for everyday life, and that her fashion was simply fit to be worn on the street from morning to night.

If her desire was to offer an everyday wardrobe, it was actually simply blended with her personal creative touch.

A well-recognised move, where she dared to combine the essentials of the world of luxury with much cheaper pieces.

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Photo de Judith Milgrom

1998

Judith Milgrom

Early on, Judith knew she wanted to dress women and build her own stylistic language. She founded the Maje House in 1998 with the desire to offer a brand to active women who live several lives in one day. She was continuing the memory of the family workshop she knew as a child

Fashion according to Judith is organic, like the wind, the sun, the sea ... it is not mastered or controlled. It is lived out.

Logo de Maje
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1998

Maje, the natural elegance, a Brand from here and elsewhere

Silk in winter, lace, colors, deliberately not too much black. Judith wishes to offer a dream in the urban world. She makes difference a strong element of Maje’s identity. She is targeting an independent woman who knows what she likes. Judith makes it a point of honor to defend respect and a certain natural elegance. Here, to celebrate the Parisian origins of Maje, and elsewhere, to pay homage to the distant origins of Judith.

“You have to take care of yourself to take care of others.”

Judith Milgrom

2002

1st Maje point of sale, rue du Four in Paris

2004

1st Sandro point of sale, rue Vieille-du-Temple in Paris in le Marais

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Photo d'Ilan Chetrite

2007

Ilan Chetrite

Ilan Chetrite, son of the founders of the Paris label Sandro, likes to describe the Label as a brother. He focused on design in 2007 and launched Sandro Homme, with his vision of men's fashion.

Today, Ilan perpetuates the family stylistic signature through his collections, each one set in a personal universe which he likes to reinvent each season

Photo Sandro au masculin

2007

Ilan Chetrite brings menswear to Sandro

The man portrayed by the house has a rebellious elegance. Impeccably tailored suits, modernised vintages, and visual pieces make up this wardrobe. Each season, this perfectly tuned styling provides a sleek look.

Photo Sandro au masculin
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2009

Acquisition of the Claudie Pierlot Brand

In 2009, the Claudie Pierlot brand joined the group which, the following year, would become SMCP, with the meeting of the three brands: Sandro, Maje and Claudie Pierlot.

The Brand was entrusted to the two sisters as Claudie Pierlot was suffering from cancer. Just three months later, the designer died, at the age of 61. Claudie Pierlot leaves the future SMCP Group a unique gift, a Label with a real soul created by an extraordinary woman.

2009

Maje & the Mécénat Chirurgie Cardiaque Association

Judit Milgrom joins the Mécénat Chirurgie Cardiaque association from the teacher Leca. A heartfelt commitment to a just fight: to care for children born with a heart defect, wherever they come from, et give them the chance to be operated, whatever the cost. 27 personalities joins the cause and create for Maje original works, declined in scarf whose profits of the sales are transferred to the association.

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2009

Collaboration between Maje & les Putafranges at Colette

Colette, the ultimate reference in terms of fashion and trend, is the first to preview the Maje and les Putafranges collection, with a showcase and dedicated stand in January 2009.

Chapter 2

Three distinct Brands for one unique Group

2010

Creation of the SMCP Group

The family story takes the form of a Group and faithfully retains its entrepreneurial and passionate spirit. The Group's mission is to spread Parisian chic around the world and it currently has more than 1,578 points of sales in 41 countries.

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2011

Vanessa Pierrat continues the story of Claudie Pierlot

In 2006, Vanessa began working for Sandro as a stylist alongside Evelyne Chetrite. Five years later, she took over the Claudie Pierlot’s artistic direction, safeguarding the heritage of the House and bringing a preppy edge with an offbeat touch. She has a passion for street fashion, she wants clothes to be worn, really.

“I always work with the DNA of Claudie Pierlot in a corner of my mind."

Vanessa Pierrat

2011

SMCP launches e-commerce sites for the Brands

2011

First point of sale opens in USA

2012

First point of sale opens in Hong Kong

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2012-13

Judith Milgrom chooses Alexa Chung as the muse for her campaign

More than a meeting, it is above all a shared passion for fashion that links Judith and Alexa. In 2013, Judith created a new concept, entitled "Majed by", and entrusted her muse with reinterpreting the looks from her Spring-Summer 2013 collection.

Chapter 3

Parisian elegance worldwide

2013

Opening of the SMCP North America and SMCP Asia headquarters in New York and Hong Kong, respectively

The Parisian labels charm an even wider audience with their Parisian chic.

The Group's growing international presence, particularly in Greater China and the United States, led to the opening of two new offices in Hong Kong and New York. This new direct proximity to the American and Asian markets ensures a better adaptation of the collections and increases demand.

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2013

Claudie Pierlot continues its expansion in France and on the international stage

In 2013, Claudie Pierlot opened its 100th point of sale. This was also the year when the Label established itself in China, opening a boutique in Shanghai.

Before 2009 and the purchase of Claudie Pierlot, there were only two boutiques. Since then, over 200 points of sale have been opened and the Label has a presence in 19 countries.

2015

Sandro Homme appears on the catwalk for the first time at Men’s Paris Fashion Week

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2015

The Group opens its 1000th point of sale

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2016

Creation of the iconic M Bag by Maje

Maje increases its accessories range with an iconic bag: the M. An easy to wear companion: bohemian and elegant, structured and soft, to be carried on your shoulder or in your hand. It’s the story of a versatile piece, opening a new chapter written by Maje. A collection of accessories designed to complement a free silhouette.

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2016

Launch of e-commerce sites in China

2016

Online sales account for 10% of total turnover

2017

Claudie Pierlot confirms a collaboration with Annick Goutal

Claudie Pierlot has always had the desire to become involved with causes close to her heart.

A taste of elegance and convictions shared by Annick Goutal who collaborated with the house to reaffirm the idea of a freer world, working with the Chaîne de L’Espoir Association which opens up education for children. They collaborated to revisit Annick Goutal’s signature perfume, ‘Petite Chérie’.

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2017

Claudie Pierlot creates a new line of leather goods

Claudie Pierlot enriched the range of accessories with the now iconic Anouck line. This bag, with chic and timeless bourgeois codes, finds its individuality in its signature: the circle. Simple, perpetual, without beginning or end, symbol of perfection and harmony, it embodies Claudie's timelessness perfectly.

An iconic piece for the day and forever.

2017

The Claudie Pierlot concept boutique evolves and takes on the codes of a Parisian apartment

The common thread running through Claudie Pierlot is Paris… Thus, when, in 2017, teams were working on the concept of the boutiques, it was natural that the interior of a Paris apartment on the Left Bank came to mind. A snapshot of its identity: sober, warm and welcoming. The navy storefront, the parquet floor, the mouldings so typical of Haussmann aesthetics, the brass racks, the velvet curtains and the armchair; all these elements set the scene and enhance the collections. Today, all boutiques are developed according to this concept.

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2017

Sandro launches its range of leather accessories and shoes

For the launch of the Spring-Summer 2017 accessories collection, Sandro selected a successful trinity: a sleek but eloquent style, technical work and functional comfort. The accessories emancipate themselves and assume an important role: to awaken unexpected desires and to enhance the silhouette where you might not think.

Chapter 4

A confirmed desirability and growth

2017

SMCP floated on the stock exchange, on the Euronext Paris regulated market

The Group celebrated a new milestone in its history, confirming its introduction onto the Paris Stock Exchange.

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“Sandro, Maje and Claudie Pierlot are each year more desirable, more visible, more digital. They are THE international reference of the Parisian elegance in the minds of the customers.”

Evelyne Chetrite
& Judith Milgrom

2017

Judith Milgrom is awarded the Legion of Honour by the Minister for the Economy, Bruno Le Maire

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2017

Opening of the Regent Street Pop-up boutique in London, in partnership with Women for Women international

A Pop-up boutique opened in London, with a modern, digital design. In collaboration with Greta Bellamacina, a British poet, Maje developed various limited-edition products and decided to give all the profits to Women for Women International, an association which helps women in war zones.

2017

SMCP has over 5,000 passionate entrepreneurs

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2017

Launch of the Sandro Eyewear & Maje Eyewear collections

The SMCP Group and Mondottica International signed a partnership to develop glasses and sunglasses collections.

2018

Opening of the 100th SMCP point of sale in China

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2018

Maje celebrates its 20th birthday

Maje is already twenty. Maje is only twenty. Maje goes through these years as a sentimental adventure. The story of a sensitive Brand, close to women, evolving with them. Renewing with this idea of the Parisian woman, assuming her choices, without hindrance, her willingnesses to be, one day elegant, one day exuberant, on day funny, and then mysterious, often seductive... For its tweentieth anniversary, Maje celebrates yesterday to invent tomorrow by considering this symbolic turning point under the sign of the future.

“For all women who live several lives in one day.”

Judith Milgrom

2018

Sandro Homme appears on the catwalk for the first time at Men’s Paris Fashion Week

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2018

Claudie loves green at the Galerie Lafayette

Claudie Pierlot always had the courage of her convictions and today, the House wants to help transform the way fashion impacts people and our planet.

For this, the label has created an exclusive capsule collection ‘CLAUDIE LOVES GREEN’ linking with the Galeries Lafayette ‘Go For Good’ campaign. Each of the six must-have pieces in this collection has been produced with the aim of preserving natural resources and sustainable production without compromising on style.

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