Maria de la Orden forecasts 50% growth with new global retail push

Fashion Network

5 days ago

Maria de la Orden, the rising Paris-based womenswear label, is stepping into the spotlight with a bold new chapter. Fronted by its stylish Spanish founder—an It-Girl and partner of Edward Bouygues—the fashion start-up is securing a permanent space at the prestigious Le Bon Marché this July. Backed by a strong brand identity and a loyal following, the label is forecasting nearly 50% growth for 2025, cementing its place in the French market and setting its sights on global expansion.
Since debuting in late 2019, Maria de la Orden has carved out a recognizable niche with its crisp, feminine silhouettes and a brand identity that walks the line between elegance and ease. 'On the street, you can spot a Maria de la Orden dress—you know the print,' says co-founder Laura de la Révélière, who runs the label alongside designer Maria de la Orden. Its core collection mixes solids and stripes with quiet confidence, while seasonal drops turn up the charm with bold florals, vibrant tones, ruffled shirts, sculpted cuffs, and the brand's signature smocked dresses.
The brand's story began with a serendipitous meeting. 'We started working together in December 2019,' recalls general manager Laura de la Révélière. Maria had already made her mark with Mao Lua, her previous label launched nearly a decade earlier. Their partnership—described as a 'professional love at first sight'—fused Maria's creative instinct with a shared vision that blends sunny Spanish spirit with understated Parisian sophistication. 'In France, we're seen as Spanish. In Spain, we're seen as French. Everywhere else, we're simply European,' de la Révélière quips.
That fluid identity is core to the brand's DNA—and it extends beyond Maria de la Orden's eponymous label. The designer also helms two other ventures: La Veste, a workwear-inspired brand co-founded with Blanca Miró, and Maison Ola, a hair accessories line launched with Gregory Mizele. Though all three operate independently, they share a common thread: each explores a distinct creative territory while reinforcing a cohesive, global identity shaped by Maria's singular vision. 'Each project follows its own model,' notes Laura de la Révélière, 'but together they form a triptych that amplifies the brand's reach.'
From the outset, the label prioritized organic growth through Instagram, leveraging Maria's close ties with Spanish influencers. 'They were gaining visibility faster than French influencers—and with a more polished image,' notes the general manager. Paid media only came into play once the brand surpassed 100,000 followers.
The product offering has since expanded from 15 to 150 pieces, with a dedicated collection director from a major fashion house joining to shape the structure. Eschewing traditional seasonal drops, the brand launched a weekly 'Friday rendezvous,' where new pieces are unveiled online. Customers in the brand's exclusive club receive early access—particularly appealing to the growing U.S. audience.
Self-financed from the beginning, the business became profitable in its first year. 'We've been profitable since the start,' confirms the general manager. This independence has fueled agility. 'If I could do it again, I'd take on debt sooner,' she admits, noting that new funding is now helping accelerate growth. After reporting €4.5 million in revenue for 2024, the company projects €6.5 million for 2025. 'We can do whatever we want—no investor pressure, no banker deadlines,' she says, describing a financial freedom rarely seen in start-ups.
New ambitions for expansion
The brand is now shifting its focus toward distribution and global reach. Spain, once its dominant market at 80% of sales, now represents just 25%, equal to France. Switzerland makes up 20%, followed by the UK at 10%, with Italy and Germany emerging as key growth markets.
'This timing works,' says the CEO. 'Five years ago, we brought something fresh to Spain, but the market is now saturated with influencer-driven brands.' Expanding internationally helps offset that saturation. Strategic pop-ups play a major role in this shift. Following a spring event in Barcelona, the brand will host activations in New York, Miami, and Palm Beach, with another New York pop-up slated for September. Germany and Italy are also on the radar, with further projects underway. Retail partnerships have also grown. After first attracting attention from Le Bon Marché in 2021, the brand has expanded to Liberty London and El Corte Inglés, with seven locations in Madrid and Barcelona. This approach will continue across key global markets.
Though digitally native, Maria de la Orden values brick-and-mortar presence. The brand currently operates stores on rue de l'Université and rue de l'Annonciation in Paris, and one in Madrid. These locations serve not just for sales but also as spaces for community engagement. 'We love being close to our customers,' says the general manager. Plans are in place to open one or two new locations per year, including a new 80-square-meter Paris flagship by 2026.
The company is also expanding into new product categories. Leather goods have been introduced to complement the brand's signature silhouettes. A mini kids' capsule is in early testing, and jewelry is under consideration. Collaborations, such as with Oh My Cream in London and an upcoming MyStyleBag partnership in Milan, offer further exploration and local appeal.
As it moves forward, Maria de la Orden continues to balance creative evolution with business growth—staying true to its heritage while preparing to scale internationally.