Skateboarders in southern France have known it for nearly a decade. The Bisous Skateboard brand, founded in 2018 by Théo Monelli and Laurent Pastor in Montpellier, is preparing to celebrate its tenth anniversary. In the meantime, it is working to build recognition across France, thanks in particular to refreshed marketing, an expanded offer and recent wholesale developments.
The latest addition: Citadiumsince last season. A move made possible by their shared sales agency. Beyond this online presence, the southern label is stocked in a host of multi-brand stores across France, including Graduate Store in Bordeaux, Novoid Plus in Aix-en-Provence, Allan Joseph in Marseille, Digital in orléans, Thank you and The Samaritan (corner) in Paris. The brand is present in a total of 120 stores.
Entering French department stores
By positioning itself at the crossroads of high-end clothing and skateboarding, Bisous Skateboard quickly secured specialized distributors. This dates back to its launch: in 2020, its first pop-up was set up in the basement of the Montpellier store People’s Rag, where Monelli was manager and buyer, having worked his way up through the ranks. Coming from the music world, Pastor worked at Edwin Europe.
“Since we did a lot of skateboarding, we thought it would be a good idea to create our own board and our own little T-shirt,” explains Monelli.
“In the long term, it’s true that we’d like to be present in Le Bon Market and Galeries Lafayetteeven if that means scaling back wholesale. So Citadium is a good partner for us, having come on board last season,” confides the co-founder.
Between now and 2028, the brand plans to strengthen its presence in France before opening up further to neighboring markets. Already present in Belgium and the Netherlands, the label hopes one day to establish itself in East Asia.
Pink soles and cosmetics
Today, the brand can also count on its own stores in Montpellier, located at 17 rue de l’Ancien Courrier, and in Paris, at 33 rue Debelleyme, in the city’s 3rd arrondissement. These two addresses, opened last summer, allow it to sell its various product ranges, which will be reinforced this winter with complete silhouettes. Shirts, knitwear and leather are set to make their debut in the Bisous range, which aims to offer a wardrobe as developed as that of Arte or Stussy. Aside Goodie Sportive and Reception, these labels are among Bisous Skateboard’s closest competitors.
“We’re really trying to build a story around France, hence the name we were absolutely determined to keep French. And above all, lots of collaborations with French partners,” insists Monelli.
And when it comes to collaborations, the brand is far from idle. Since 2020, Bisous Skateboard has covered the insoles of a pair of JM Weston shoes in its signature candy pink, created a special Valentine‘s Day gift set with men’s cosmetics brand Horace, designed summer capsules with Elements and Clarks Originals, and created guardian (Camargue cowboy) jeans with Ateliers de Nîmes. Bisous Skateboards has also teamed up with New EraBruno Chaussignand and Violette_fr. In its brand book, the brand lists various upcoming collaborations, notably with SebagoBuff, 100% and tbs.
Production returns to Portugal
To flesh out its own collections, Bisous Skateboard is also focusing on the children’s range, already available on its e-commerce site. Created in response to “many requests”, this range will be presented at the play time trade show in Paris between June 27 and 29.
The brand is currently looking for a distributor for this range. Having originally produced entirely in Portugal, the brand later opted for India for economic reasons. However, recent geopolitical events have prompted it to resume production in Portugal, which is closer and more stable, starting with its next winter collection. It should be noted that some of its accessories come from China.
Overall, textiles account for 80% of the label’s sales. Skateboards, meanwhile, remain the brand’s core line. They alone embody the essential community aspect of the Montpellier-based brand, which has put together a team of five skateboarders from the city. With this team, which it sponsors, it recently organized a trip to Portugal, soon to be immortalized in a video scheduled for release in June.
An investor on the horizon?
Aware of its visibility and recognition objectives, the brand is working on an internal communications pivot. Over the next few months, each collaboration will be accompanied by a fashion film released on social media, focusing on the story of a teenage couple in the south of France. Hitherto organic, its communications are now the subject of a strategic investment by its co-founders.
Faced with the need to develop its marketing and production, the brand is open to bringing in an investor with experience in the fashion sector. This would enable Monelli and Pastor to focus more on creative work, without being overly burdened by economic issues. Nevertheless, the brand remains in good shape: in the 2025 financial year, Bisous Skateboard posted turnover of €1.5 million, in its fifth year of trading, and is forecasting growth in 2026.
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