PARIS — French label Maison Standards has new backers. Christine Feuchot and Bertrand Rochebillard, founders of e-commerce player Place Des Tendances, have bought an undisclosed stake in the label, which operates a direct-to-consumer model offering high-end, seasonless basics.

They join Experienced Capital Partners, an investment firm focused on the affordable luxury segment that bought a 45 percent stake in Maison Standards in 2016, and brand founder and artistic director Uriel Karsenti as stakeholders.

Feuchot and Rochebillard left Place des Tendances, which was bought by Printemps in 2013, last March. They will be charged with the everyday running of Maison Standards and its further development, especially in digital, according to Experienced Capital.

Maison Standards is expanding rapidly, having opened its second Paris boutique this month in the 10th arrondissement, while a third in Saint-Sulpice on the Left Bank is set for November.

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