The ARMODY house — French Theory, Paris
The group

An international couple,
a French house.

Build · Grow · Pass on

Founded in Paris in 2015 by Aurélien and Tiana Armagnac, ARMODY is a family house led by a Franco-Australian couple. Five companies, one conviction: build businesses that create value, grow them over the long term, and pass on what they produce.

French roots, fully embraced — a gaze turned toward the world.

Our story
2015
The birth of a vocation
Aurélien and Tiana Armagnac found ARMODY CONSULTING in Paris. The group's first trade: supporting entrepreneurs and executives on the projects that commit their companies for the long term.
2016
The first hotel mandate
ARMODY signs its first hotel management mandate. Hospitality becomes a trade in its own right — an art of welcoming that would durably shape our operational know-how.
2017
The French Theory brand
The French Theory trademark is filed and the first hotel franchise agreement is signed. The idea: to carry a certain idea of French art de vivre, combined with a modern, demanding approach to operations.
2019
The Latin Quarter pilot hotel
French Theory comes to life in its pilot hotel in the heart of the Latin Quarter, operated under a franchise agreement. A place that embodies the concept — a laboratory where the group's convictions are born.
2022
The holding company, and culture
The group is structured around the ARMODY family holding. New subsidiaries are created in trade, in music — with French Theory Records — and in art, with the launch of the collection and the first artist residencies.
2026
Real estate
The group extends into real estate with ARMODY IMMOBILIER. A patrimonial approach rooted in places that carry a history and produce value over the long term.
Our vision
Long term
We decide for the next twenty years, not for the current quarter. Every investment, every signature, every partnership belongs to a patrimonial trajectory that outlasts the cycles.
Independence
Capital that is exclusively family-held. No dilution, no compromise on what matters. It is the condition of the freedom with which we run each activity — and of the constancy of our course.
Growth and profitability
Our companies must grow and remain profitable. This is no abstract principle: it is the condition for everything that comes next — investment, strategy, culture, and what we pass on.
Culture and creation
Investing in music and the arts is no afterthought. It is a way of expressing who we are, and of contributing to a cultural heritage that reaches beyond our economic activities.
Openness
French roots, an international gaze. Our house carries an aesthetic and a standard that are understood far beyond borders.
Aurélien Armagnac, Founding President of ARMODY
© Mohamed Khalil

"A house is judged by what it passes on, not by what it owns. That conviction has shaped every decision we have made since 2015."

Aurélien Armagnac — Founding President

"Coming from far away taught me one thing: everywhere, it is culture that makes you feel at home. That is what we strive to carry, in everything we do."

Tiana Armagnac — Co-founder
Tiana Armagnac, co-founder of ARMODY
© Mohamed Khalil
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