Our history

Choose is a human adventure that has been carried by three childhood friends since 2016: Timothée, Thibaut, and Vincent. A joyful mix of design enthusiasts, great brands, and tech. Since 2017 and the closing of the Colette store (in Paris), they have been moving forward with a simple desire: to create an experience as impactful as Colette's, aiming to highlight creative brands. The goal? To continue to surprise and introduce beautiful stories. So, they test, iterate, and put a lot of energy into making Choose a reality. Initially conceived as a product preference platform, the app evolved in 2019 to innovate in the field of ephemeral sales. They start from a simple realization: while clearance sales are not the future, their generation is eager for discovery and looking for a constantly changing catalog. Thus, they create a brand designed for this new target: simple, human, innovative, dynamic, and forward-looking. Today, on a daily basis, Choose highlights beautiful brands and strives to promote positive initiatives for a world oriented towards tomorrow.