Our Story

At Choose, we believe shopping should be a meaningful experience; an intentional one. Every day, our mobile app brings you a fresh hand-picked selection of unique brands, available for a limited time. It’s like a pop-up boutique in your pocket, curated not just for what’s trending, but for what matters.

Choose was born in France in 2016, founded by three childhood friends Timothée, Thibaut, and Vincent, who shared a love for design, authenticity, and a belief that great brands deserve better than the mass market. Today, our team of 15 in the U.S. and 80 in France continues this mission with heart and purpose. We’re not just another marketplace. We’re a curated space where aesthetics meet values. No ads. No endless scrolling. No algorithmic personalization. Instead, an emotional, discovery-driven experience where you choose what inspires you—be it for your home, your children, your wellbeing, or your beliefs. Whether you’re a thoughtful mom looking for safer products, a creative soul drawn to European craftsmanship, or a conscious shopper supporting eco-driven brands, Choose helps you shop based on your values. Our community is diverse, but united by a desire for quality, creativity, and impact.

Behind the scenes, Choose is an intermediary. We don’t hold inventory; your orders are lovingly prepared and shipped directly by the brands themselves. Each package comes straight from the hands of the people who made it, with the same care and intention that went into creating the product. Because our stamp is your trust: when a brand appears on Choose, it means we stand behind its quality and its story. You come to Choose to shop, but you stay for the feeling of having discovered something truly different.

Get in touch with us today via our in-app chat feature or email!