Showroomprivé, a historic player in online event sales, is entering a phase of major transformation. The group, listed on Euronext Paris, announced an operational reorganization project providing for up to 121 job cutsor close to 10% of its workforcewithout site closure with the aim of adapting its model to a market environment profoundly disrupted by the emergence of low-cost platforms from China and the change in consumer habits.
A model weakened by disintermediation and price deflation
Born with the rise of e-commerce in the 2000s, Showroomprivé has established itself as one of the European leaders in event sales. But this model, based on scarcity and discounts, is running out of steam in the face of disintermediation of brandswho are now developing their own direct channels, combined with the rise of giants like Shein and Temu.
Over the first nine months of 2025, the group saw its business volume (GMV) decline by 10.3%has 630.5 million eurosand its net sales decrease by 12.2%has 392.3 million euros. The Fashion division, the heart of the activity, recorded a decline of -18%, affected by the fall in the sports segment (-27%) and women’s ready-to-wear (-22%).
The CEO and co-founder David Dayan takes a realistic approach:
“Aware of the ultra-competitiveness of the markets in which we operate, we must rethink our organizational model to leverage our assets for the benefit of our customers. »
A technological change to restore competitiveness
Faced with this pressure, Showroomprivé hired a structural transformation plan articulated around five priorities: strengthening the relationship with partner brands, building a global platform, regaining customer desirability, accelerating technological change and streamlining the economic model.
The company plans a increased integration of artificial intelligence and automation in its processes, particularly for content production and sales optimization. This transition to a more agile model is accompanied by a workforce rationalizationfocused on the simplification of support functions and the modernization of internal tools.
Shopify, new e-commerce infrastructure Showroomprivé
The group’s technological pivot is based on migration from Showroomprive.com to Shopifyplanned for 2026, after a successful first phase on Private Beauty. This switch to a SaaS infrastructure aims to streamline technical maintenance, reduce operating costs And accelerate international deployments.
By outsourcing its platform, Showroomprivé seeks to concentrate its resources on data, CRM and personalization of the customer experience. A strategic choice that brings the group closer to the “asset-light” logic adopted by many online commerce players.
A rapidly growing Marketplace, the only positive engine
In a generally declining market, the Marketplace remains the group’s main growth driver, with growth of +57.7% over the first nine months of 2025. This dynamic is fueled by the opening of new markets (Belgium, Portugal, Spain) and the rise of dropshippingwhich makes it possible to limit stocks and improve the gross margin.
THE retail mediadeveloped within SRP Services, also reinforces this orientation towards recurring revenues with higher profitability, replacing the historical trade marketing model.
The Bradery: an asset sold to refocus the scope
Continuing this overhaul, Showroomprivé announced the sale of its 52.75% stake in The Bradery to its founders, Timothy Linyer And Édouard Caracofor a valuation of 43.6 million euros. Acquired in 2022 for 10.2 million, the premium platform dedicated to millennials shows growth of +21% over nine months. But its exit from the perimeter allows Showroomprivé to simplify its capital structure and of free up resources to finance its technological transformation.
Between adaptation and social fragility
Faced with this reorganization, which provides for 80 job cuts in La Plaine Saint-Denis, 23 in Roubaix and 18 in Sables-d’Olonne, the group ensures that it is monitoring the situation “with precision and concern”. By letting go of one in ten employees, Showroomprivé is preparing to face the next stage of the e-commerce battle: that of algorithmic deflation. Between automation, refocusing and increased dependence on Shopify, the group is trying to reinvent its model in an environment where competitive advantage is no longer based only on price, but on the ability to operate faster and smarter.
