In 1981 Patrice Trigano, inspired by the legendary American myth and the famous area of New York, launched the first Soho shop. The concept was revolutionary: sell cards, unusual or funny gifts and
gadgets all under one roof. The company was bought by Grand Sud, one of Trigano's suppliers, in 1997. They set about developing the company and imagined a new concept which was very successful as Soho regained its previous position as market leader in their sector. The brand's specific niche is as multi-specialists in gifts and currently has a network of 40 subsidiaries, not including its many franchises. Soho is also a supplier producing goods for other networks.