Satisfy has redefined the intersection of fashion and running, establishing a distinctive niche over the past decade. Founded by Brice Partouche, formerly of April 77, Satisfy combines high-performance designs with a grunge-inspired aesthetic, catering specifically to long-distance runners. This ethos has shaped the brand’s business strategy, enabling the steady development of a meticulously curated global distribution network. Following an initial €2.5 million funding round backed by Bpifrance and notable investors such as Ian Rogers, Olivier Cantet, and Tony Fadell, Satisfy is now entering a new phase of accelerated growth. Antoine Auvinet, who officially joined the company as CEO at the end of 2024, has now told FashionNetwork.com the brand has successfully completed an €11 million Series B funding round. Auvinet talked about the ambitious vision for the French brand, which exceeded €10 million in revenue in 2024.

FashionNetwork.com: You recently took on the role of CEO at Satisfy. Could you share more about your background and your goals for the brand?

Antoine Auvinet: I met Brice [Partouche, founder of Satisfy] and the team in February last year. A few months later, we started working together to build a business plan and secure funding. By the end of December, we closed a Series B round worth just over €11 million. My mission now is to shape and guide the team, bringing in specialists to cement Satisfy as a strong brand with a compelling community and message.

FNW: Satisfy is celebrating its 10th anniversary this year. What are your thoughts on its evolution so far?

AA: Over the past decade, Satisfy has achieved something remarkable by fully realising its creative vision and establishing a brand with real depth. It’s incredibly impressive.

FNW: Especially considering that the concept Brice developed—a fusion of running and high-end fashion—didn’t exist at the time.

AA: Exactly. Satisfy was ahead of its time, pioneering the hybridisation of sport and lifestyle. Now, we’re perfectly positioned to capitalise on that vision. The market is ready, and the brand’s maturity has aligned with this moment.

FNW: How do you plan to use the newly raised funds to fuel growth?

AA: Over the past year, we’ve expanded from a team of 20 to nearly 45 employees. This growth reflects a focused effort, particularly in hiring senior-level talent to drive our expansion and structure the organisation. We’ve created new roles in merchandising and built a network of agents. Crucially, we’ve recruited high-calibre profiles that startups usually can’t afford. For instance, Elliott Leppard, former CFO at Palace Skateboards, and Jean-Marc Djian, a leader in the footwear industry, have joined us. Siidaa Aberra, who joined before I did, has already streamlined our supply chain. These hires not only strengthen our capabilities but also bring credibility to our vision when presenting it to investors.

FNW: This is Satisfy’s second funding round. Given the current challenges in the sector, how did you convince investors to back the brand by injecting fresh capital?

AA: Satisfy’s appeal lies in its unique positioning at the intersection of sport and fashion. Securing €11 million in today’s climate is no small feat. This round brought together both existing investors who continue to believe in our vision and a new European investment fund specialising in lifestyle industries. Importantly, Brice remains the majority shareholder and creative director, ensuring the brand’s identity and authenticity are preserved.

FNW: What are your growth objectives?

AA: Our fiscal year ends in February, and we’re on track to double our revenue year-on-year, reaching €11–€12 million. We’re confident we can maintain this momentum over the next two years, with the ultimate goal of multiplying our revenue tenfold within five years. The brand is still in its early stages, and we have the space and potential to scale up. Topping the €10 million mark was a significant milestone, and we’ve built a strong community of 250,000 Instagram followers, which enhances our visibility and momentum. Recently, we hosted a run in Paris—a long slow distance (LSD) session—on a Saturday morning at -1°C, and 250 participants showed up. It’s a clear indication of how deeply people connect with the Satisfy story.

FNW: How will you scale up without compromising the brand’s exclusivity?

AA: Coming from the fashion industry, I’ve seen many brands lose their essence by trying to appeal to everyone. However, some manage to retain the aura that resonated with people from the start. For Satisfy, this means unwavering dedication to product quality, innovation, and craftsmanship. Our range will always offer technical excellence and added value for athletes and pro runners. We’re deeply involved with our pro athlete teams and broader community, integrating their insights directly into product design and testing. Between €10 million and €100 million in revenue, the key challenge isn’t staying true to our values—it’s ensuring flawless execution.

FNW: What are your product and distribution plans?

AA: In July, we’ll launch our first trail running shoe, The Rocker. Footwear is a significant growth opportunity because, for most sports brands, it represents a larger share of revenue than apparel. Shoes also enhance brand visibility in retail environments. We’re also unveiling a women’s collection specifically tailored to female athletes, while maintaining Satisfy’s distinctive aesthetic. Additionally, we’ve introduced a climbing-inspired line that expands our narrative, allowing us to tell stories beyond running—such as what happens before or after a run. In terms of distribution, we’re fortunate to have relevance across multiple channels, including running stores, outdoor retailers, high-end boutiques, and department stores.

FNW: Are there plans to open standalone stores?

AA: While we’re continually optimising our e-commerce platform in multiple languages, we feel the time is right to explore retail. We’re currently evaluating a project to open 10–12 standalone stores over the next five years in culturally significant cities.

FNW: How do collaborations fit with Satisfy’s strategy?

AA: Brice is in charge of creativity, and we’re always looking for interesting collaborations. In the past, we’ve had great success partnering with footwear brands. However, now that we’re entering the footwear market ourselves, we’ll shift our focus to new product categories. We already have several promising collaborations in the pipeline, but we’ll approach them selectively, ensuring they align with our brand story and ethos. Long-term partnerships that genuinely resonate with both brands are what we value most.

FNW: Satisfy already has an international presence. What are your geographic priorities?

AA: The U.S. is our largest market, contributing 40% of our e-commerce revenue. South Korea has recently become our second-largest market, and we’ll continue focusing efforts there. Europe, the UK, and Scandinavia are also key regions. Our e-commerce-driven model enables us to scale up efficiently across these markets.

FNW: What is the biggest challenge for Satisfy?

AA: Our main challenge is executing this ambitious growth plan effectively. We’re a tight-knit team that includes the founder and core members who have been with us from the start. The rise of sportswear as the new streetwear, now capturing the attention of luxury players, presents a unique opportunity for Satisfy. Our challenge is to seamlessly blend performance innovation with premium fashion while remaining rooted in culture and maintaining a bold, authentic perspective on running and performance.