Sergent Major
Sergent Major's Overview
Sergent Major and Natalys are renowned French brands specializing in children's apparel and childcare products. Sergent Major, established in 1987, offers stylish and practical clothing for children aged 0-11. Natalys, founded in 1953, provides a wide array of products for expectant mothers and newborns, including nursery furniture, maternity wear, and baby essentials. Formerly part of the Générale Pour l'Enfant (GPE) group, both brands were acquired in July 2023 by NewSoc, a subsidiary of the CEME (Compagnie Européenne de Mécénat et d'Entreprise) group led by entrepreneur Thierry Le Guénic, following GPE's receivership. This acquisition aims to continue their legacy and strengthen their market presence in France and internationally.
Where is Sergent Major's Headquarters?
HQ Function
Central administration, brand management, product design and development, marketing, logistics coordination, and strategic operations for the Sergent Major and Natalys brands under NewSoc/CEME.
Notable Features:
The Chelles facility serves as a key operational hub, likely housing design studios, showrooms for Sergent Major and Natalys, and administrative offices. Specific architectural details are not widely publicized.
Work Culture:
Post-acquisition by NewSoc/CEME, the work culture is expected to focus on revitalization, efficiency, and maintaining the creative spirit of the brands. Emphasis on collaboration to navigate the competitive retail landscape and rebuild market strength.
HQ Significance:
This headquarters is crucial for the unified management and strategic direction of Sergent Major and Natalys, ensuring brand coherence and operational synergy after their integration into the NewSoc/CEME portfolio.
Values Reflected in HQ: The operational hub aims to embody the core values of quality, creativity, and customer-centricity, which are fundamental to both Sergent Major and Natalys, while adapting to new strategic goals set by CEME.
Location:
Sergent Major and Natalys primarily operate in France. Sergent Major has historically maintained a broader international presence with stores in Europe (e.g., Belgium, Spain, Luxembourg, Switzerland), and previously in the Middle East and Asia, often through a mix of direct retail and franchise partners. Natalys has a strong focus on the French market, with additional presence in neighboring countries like Belgium and Luxembourg. Under NewSoc/CEME, the global strategy will involve supporting retail operations, distribution, and potentially franchise partnerships, with an initial focus on consolidating and strengthening core markets.
Street Address:
16 Rue de la Tuilerie
City:
Chelles
State/Province:
Seine-et-Marne
Country:
France
Sergent Major's Global Presence
Various Cities, France & International
Address: Primarily retail store locations; specific regional administrative offices are not widely publicized.
Retail sales, customer service, local marketing, and brand representation in respective geographical areas. Some larger cities may have regional retail management.
Buying Intent Signals for Sergent Major
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Executive Team of Sergent Major
As of April 2025, Sergent Major' leadership includes:
Investors of Sergent Major
Sergent Major has been backed by several prominent investors over the years, including:
Executive New Hires/Exits in the Last 12 Months
The most significant executive change in the past year was the acquisition of Sergent Major and Natalys by NewSoc (CEME), led by Thierry Le Guénic, in July 2023. This resulted in a change of ultimate ownership and strategic leadership from the previous Générale Pour l'Enfant (GPE) management.
Departures
New Appointments:
Technology (Tech Stack) used by Sergent Major
Discover the tools Sergent Major uses. Highperformr reveals the technologies powering your target accounts — helping your sales, marketing, and GTM teams prioritize smarter and close faster.
Sergent Major Email Formats and Examples
Email formats for Sergent Major and Natalys, now under NewSoc/CEME, would typically follow standard corporate patterns for communication. Customer service inquiries are handled via dedicated addresses on their brand websites. Corporate email formats likely use a combination of first name, last name, or initials. Common patterns include [first_initial][last_name]@[brand].com or [first_name].[last_name]@[brand].com. Official formats under the new ownership may be harmonized or are being established.
[first_initial][last_name]@sergent-major.com or [first_initial][last_name]@natalys.com (e.g., jsmith@sergent-major.com)
Format
jsmith@sergent-major.com
Example
75%
Success rate
News and media
FashionNetwork.com • July 19, 2023
Sergent Major et Natalys (GPE) Acquired by NewSoc/CEME
The Commercial Court of Bobigny approved the takeover bid from NewSoc, led by Thierry Le Guénic (CEME), for the children's brands Sergent Major and Natalys, previously part of the GPE group. The acquisition saved approximately 1,250 jobs and 190 Sergent Major stores and 43 Natalys stores....more
LSA Conso • February 1, 2024
Update on Brands Acquired by Thierry Le Guénic, Including Sergent Major
A review of businesses acquired by Thierry Le Guénic's CEME group, including Sergent Major and Natalys. The article discusses the ongoing efforts to restructure and revitalize these brands, highlighting the preservation of jobs and stores as part of the recovery plan, with a focus on long-term viability....more
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