Manoush — the French boho-chic brand that closed after 23 years

Manoush was founded in 2002 by Frédérique Trou-Roy in Paris. The brand defined the boho-chic aesthetic — ornate, embroidered, gypsy-inspired women's ready-to-wear that was distinct from the minimalist mainstream. At its peak, Manoush was sold in more than 600 points of sale worldwide and had two flagship stores on Rue du Four in Paris's Saint-Germain district.

The brand built a loyal international clientele around its romantic, handcrafted look. But fashion moved on. The ornate bohemian style that made Manoush famous gave way to quiet luxury and minimalist boho silhouettes. Handcraft production costs rose 15%, squeezing margins that were already under pressure from a changing retail landscape.

Revenue fell sharply — from €5.5 million in 2023 to just €2.4 million in 2024, a 56% decline in a single year. The company recorded its first negative result in 23 years of operation. Maintaining two Paris boutiques with handcrafted production had assumed a much larger revenue base, and the shrinking top line made the fixed-cost model unsustainable.

In April 2026, Trou-Roy announced that Manoush would cease operations. The brand closed its website and began liquidating its remaining stock through an Archives sale. The two Paris stores shut their doors, with final pieces available until June 27, 2026. After 23 years, one of French fashion's distinctive independent voices was gone.