About us
"For the longest time, I hesitated to call Choupette a brand. It wasn't until we entered the international market that I could finally say: 'Yes, this is a brand.'"
— Anastasia Vasilkova
How It All Began
Choupette started as a family affair. My sister Natalia Alexandrova and I wanted to create quality, beautiful, and affordable clothing for our own children and the kids of our friends.
For a long time, I held back from calling Choupette a "brand." To me, that word carries weight — it implies recognition, a loyal following, an international presence. It was only after we stepped onto the global stage and gained that level of recognition that I could proudly say, "Yes, Choupette is a brand."
The Franchise Story
We didn't plan on offering a franchise — the market asked for it. We simply listened and responded.
01
Initial Fee
250,000 ₽
Fully invested back into you: 3D store design, launch support, and access to our knowledge base.
02
Starting Investment
4–8 million ₽
Varies by city and location. We've moved away from expensive shell and core spaces — smart investment matters more.
03
Royalties
0 ₽
Product-based franchise. No monthly fees — ever.
Our Philosophy
"The Best Moments of Our Lives"
This slogan is our north star. It shapes our marketing, our customer relationships, our families, and our business. We live for the best moments — together.
Success Is Falling in Love with the Journey
"To me, success isn't about the numbers on a spreadsheet. It's that deep, almost visceral feeling of joy in what you do."
When you wake up excited to get to work — that's how you know you're exactly where you're meant to be.
Anastasia Vasilkova, Founder of Choupette
Our Guiding Principles
—
Family First
in every project we touch
—
Quality & Accessibility
never one at the expense of the other
—
Pride in Our Team
as fierce as the pride we feel for our own family
"The moment that joy fades? That's your sign — something's off."
© Choupette, 2026