End of story for Jennyfer: “Unsustainable business model”

French fashion chain Jennyfer, which emerged from protective proceedings only last year, is going to file for compulsory liquidation. The retailer cannot stand up to international competition.

Repositioning didn’t work

Jennyfer had emerged from protective proceedings in June 2024 with a new shareholder and a new board. CEO Yann Pasco wanted to reposition the brand with a focus on the target group of girls and young women aged between 10 and 25. Just last year, he undid an earlier name change to Don’t call me Jennyfer, but to no avail.

“The explosion in costs, the decline in purchasing power, changes in the textile market and increasingly aggressive international competition have made the business model unsustainable”, the company told French news agency AFP. The retailer still had 220 shops in France and 80 internationally, with annual sales of around 250 million euros last year. Almost a thousand jobs are being lost in the bankruptcy.