Maison Décalé: the 100% Made-in-France bet that ended in liquidation

Maison Décalé was a high-end prêt-à-porter label founded in Rouen in 2018 by François Puech d'Alissac and Caroline Chedrey. It made technical outerwear — parkas, trench coats, jackets in noble materials — as an upmarket, 'responsible' alternative to fast fashion, and dressed the Deauville International Polo Club and Parisian and Chantilly clubs. Production was outsourced first to China, then Tunisia, then relocated wholesale to France, with a four-seamstress workshop in Luneray (Seine-Maritime).

The Made-in-France repositioning was the whole pitch: a small-scale, locally made, high-priced answer to the textile giants. But the brand opened a single boutique on rue Saint-Romain in Rouen in 2018, closed it in 2020, and planned a Deauville extension that never happened. With one shop and no volume, the premium '100% français' positioning could not cover the cost of hand-making everything in France.

The parent company Somatico — the workwear and PPE maker d'Alissac had bought in 2007 — declared a cessation of payments on 7 May 2025. On 1 July 2025 the tribunal de commerce de Rouen placed the business in liquidation judiciaire. The atelier's 4 seamstresses were owed €33,000 in unpaid salaries; the group owed €1.26 million to suppliers and €1.39 million to the tax administration, with total liabilities above €2.7 million and cash at zero.

The tribunal cited 'an accumulation of structural difficulties' and the broiler-house conditions of the textile sector: foreign competition, rising production costs and inflation. The bold bet on local high-end production had not been enough to save a brand with no retail footprint to spread the fixed costs of making everything in France.