La marque

Once upon a time, Sergent Major...

"Being a child means having dreams. Being an adult means making them come true."

Such could be the motto of Paul Zemmour, who, from a very young age, chose to embark on the adventure of textile design and retail.

Following a successful first experience opening a denim store, he decided to launch a children’s fashion boutique, confident in the promising future of the mid-range children's clothing market.

The company quickly proved its worth, and in 1987, Paul Zemmour founded Sergent Major, a nod to the legendary writing pen of the same name that accompanied generations of French schoolchildren.

The brand, which would encompass all of his creations, came to embody the values he held dear: respect for childhood, quality at a fair price, and accessible elegance.

To this day, the success story continues: Sergent Major has become a major player not only in France but internationally as well, relying on a broad network of company-owned stores and strategic partnerships.

From one dream came a story. And from that story, many more will be born.

38 years of expertise dedicated to childhood

Sergent Major is the story of a French brand built on one belief:

children grow best when their imagination is free to flourish.

That’s why, since 1987, we’ve been designing in our French ateliers original clothing, accessories, and even toys, each one a gateway to wonderful stories to imagine, reinvent, play with, and tell.

"Childhood is a precious time — we must let children be children."

— Paul Zemmour, Founder of Sergent Major

Blending Tradition and Modernity

Depuis nos débuts, nous n’avons cessé de parfaire notre savoir-faire et d’apporter à chaque pièce les petits détails qui la rendent unique, et qui font notre renommée : nos motifs, broderies, patches ou boutons exclusifs sont tous créés pour faire bouillonner l’imagination des enfants.

DISCOVER OUR STORIES