ARMODY SERVICES, the group's trading company, gives shape in the glass and in the object to the French Theory art de vivre — for individuals, through its online cellar delivered across Europe, and for the network's establishments, through a complete dedicated service.
Choose with rigour. Serve with precision.
Our online cellar brings together the wines we have chosen, presented with their story, their winemaker and the reason they are with us. Neither a wine supermarket nor a faceless wine shop: a tight selection, held together by conviction and by a taste we stand by.
It is open to everyone — individuals, enlightened amateurs, restaurant professionals, companies wishing to give with discernment. And it now travels: the French Theory cellar delivers across Europe — Germany, Italy, Spain, Belgium, the Netherlands and beyond. A French selection, a Parisian art de vivre, now within reach far beyond our borders.
Every reference is here because we wanted it. We follow neither trends nor guides — we follow what we have tasted, loved and understood.
Our partnerships are built over time, with winemakers whose work we know and whose vintages we champion.
From Paris to all of Europe — Germany, Italy, Spain and the whole continent. Careful shipping, precise tracking, wines that arrive as they left.
Personal advice, a presence behind every order — because a cellar, even online and even a thousand kilometres away, remains a trade of attention.
A French Theory hotel stands out as much for its architecture as for what is drunk, served and seen within its walls. ARMODY SERVICES is the single partner of the network's establishments for the brand's entire material universe — far beyond wine.
The wines and tasting products, first, selected in the spirit of the brand. But also the full range of French Theory products: branded objects, merchandising, the elements that sign the experience in every house — from the front desk to the room, from the bar to the shop. And behind every reference, a complete chain we operate ourselves: storage, order preparation, logistics and supply, calibrated to the needs and rhythm of each establishment.
This is not a supplier's service. It is an extension of the brand, designed so that every house offers its guests an experience consistent with the French Theory universe — and so that every general manager has a single partner who speaks their language and keeps their deadlines.
Wine lists and dedicated selections composed for each establishment, calibrated to its positioning and its clientele.
The full range of objects carrying the French Theory signature — merchandising, experience elements, shop products — designed, sourced and supplied to the network.
A logistics chain operated in-house: centralised storage, order preparation, delivery at each house's rhythm. An empty wine list or an out-of-stock shop is a degraded experience — we are here to make sure it never happens.
Wine events hosted in the network's establishments, with partner winemakers in attendance whenever the occasion allows.
Passing on to floor and bar teams the know-how to speak about a wine accurately and to serve it with precision.
Wine is learned in the glass, not in catalogues. ARMODY SERVICES organises tastings around its selection — in the French Theory network's establishments, for companies, or for private events. Short, embodied formats, often with the winemaker present, always guided by the same conviction: you only sell well what you know how to make people taste.
Every tasting is built to measure — thematic, regional or dedicated to a single estate — and can be extended with a selection to take away or to give.
The gesture that matters is the choice.