Turnover: 11 million EUR (2021)

Country: France

The Fempo brand was born out of a discussion with women about the taboo surrounding menstruation, and the discomfort and health problems it causes.

Claudette Lovencin and Fanny Abes designed Europe's first washable, reusable, health-safe period panties in 2017 and convinced more than 50,000 women in the first year.

News

Fempo, founded in 2017, offers menstrual panties with a second-skin effect. 29/04/2021

  • 300.000 customers in Europe and North America
  • 18 employees
  • Products much more expensive than the competition (30% more)
  • Today, the brand has around twenty references
  • These washable, zero-waste, health-protecting panties are available for around thirty euros
  • In fact, after achieving sales of 5.6 million euros in 2020, they are forecasting sales of 11 million euros this year, out of a total market of 402.53 million euros in 2018

29 April 2021 - Fempo, pioneer of menstrual panties in France - source ( Capital )

  • Turnover of 5.6 million euros in 2020
  • Willingness to break the taboo of menstruation and to bring solutions to menstruating people
  • Brand created in 2017 when there is no alternative to traditional protection in France
  • 11 million euros of turnover expected in 2021
  • Beginning of the adventure with only a few home-made prototypes
  • Offers a washable, zero waste and health friendly product for about 30 euros
  • The company employs 18 people
  • 300,000 clients in Europe and North America
  • 102,000 followers on Instagram

Financial Data

DUNS: 831891452

Legal Name: A ET L

Address: 101 RUE DE SEVRES , 75006 PARIS 6

Number of employees: 0 salarié (2022)

Capital: 11 316 EUR


Financial Data:

Year 2018
Turnover 29 480
Gross margin (€) 9 115
EBITDA (€) -15 864
Operating profit (€) -15 864
Net profit (€) -16 056
Turnover growth rate (%) -
Ebitda margin rate (%) -53,8
Operating margin rate (%) -53,8
Working Capital (turnover days) -34,2
Working Capital requirements (turnover days) 113,2
Net margin (%) -54,5
Added value / Turnover (%) -45,5
Wages and social charges (€) 800
Salaries / Turnover (%) 2,7

Company Managers:

Position First Name Last Name Age Linkedin
Président Fanny Abes 35

Studies mentioning this company

The menstrual panties market - France

Other companies mentioned:

  • Smoon
  • Aglaé Lingerie
  • Lily Basic
  • Réjeanne
  • Fempo
  • Moodz
  • Sisters Republic
  • Elia Lingerie
  • So'Cup
  • Modibodi
  • Dans Ma Culotte
  • Wuka Wear
  • Petites Culottées
  • Dreamtim Blooming Rocks
  • Blinx Underwear
  • MÏU
  • Louve
The sanitary protection market - France

Other companies mentioned:

  • Dans Ma Culotte
  • Monoprix
  • Franprix (Groupe Casino)
  • Casino Groupe
  • Fempo
  • Smoon
  • Moodz
  • Sisters Republic
  • So'Cup
  • Aglaé Lingerie
  • Réjeanne
  • Elia Lingerie
  • Lily Basic
  • Modibodi
  • Lidl France
  • Carrefour Groupe
  • Naturalia
  • Pharmactiv (OCP Group)
  • Alphega Pharmacie
  • Procter & Gamble
  • Johnson & Johnson
  • SC Johnson & Sons
  • Louve
  • MÏU
  • Blinx Underwear
  • Yoppie
  • Dreamtim Blooming Rocks
  • Petites Culottées
  • Wuka Wear
  • Estimated traffic for the Fempo site  
Estimated traffic to the Fempo website

France - 2020-2021, visitors

Source: SEMRUSH

 
  • Main keywords on which the Fempo website is positioned
Keyword Position Previous position Search Volume
menstrual panties 7 8 90500
rule panties 4 4 27100
fempo panties 1 1 1600
promo code fempo 1 1 2400
fempo promo code 1 1 1300
menstrual panties 9 8 14800
menstrual panties 8 8 14800
breeches rule 8 8 14800
fempo opinion 1 1 880
fempo panties 1 1 480
fempo menstrual panties 1 1 480
menstrual swimsuit 2 3 2900
how to shorten your period naturally 1 1 590
first menstrual period after copper IUD insertion 1 4 590
follicular phase 5 5 5400

 

  • Fempo's main competitors
Domain Competitor Relevance Common Keywords
rejeanne-underwear.com 0.32 338
always.fr 0.2 379
socup.fr 0.18 153
sistersrepublic.com 0.17 213
smoon-lingerie.com 0.16 169
blooming.rocks 0.15 171
inmaculotte.com 0.14 487
herloop.com 0.13 153
tampax.com 0.13 124
elia-lingerie.com 0.13 82
vania.com 0.12 215
moodz.co 0.12 109
emancipated.com 0.11 123
yourperiod.ca 0.11 212
my-menstrual.com 0.11 69

Source SEMRUSH

 

  • Brand awareness  
Estimated brand awareness of Fempo online

Google searches with and without the brand

Source: SEMRUSH

 
  • Examples of online advertising

FEMPO Menstrual Briefs - Menstrual Lingerie

https://www.fempo.co/lingerie/menstruelle

0 harmful product. 0 smell. 0 leakage. FEMPO menstrual panties ultra thin 100% serenity! The FEMPO menstrual panties replace your sanitary protections day and night!


FEMPO Menstrual panties

https://www.fempo.co/culottes/menstruelles

Thin, efficient, ecological. Ultra thin and absorbent, FEMPO panties accompany you during your menstrual cycle! Thin, efficient and ecological menstrual panties...


FEMPO Menstrual Pants - Reinventing your period

https://www.fempo.co/

0 harmful product. 0 smell. 0 leakage. FEMPO menstrual panties ultra thin 100% serenity! The FEMPO menstrual panties replace your sanitary protections day and night! Washable and reusable. Without harmful products. Without nano particles. 110 000 delighted customers.


 

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