The French ready-to-wear brand Jennyfer, aimed at teenagers aged 10 to 19, is set to request its placement in judicial liquidation, as confirmed by management on Wednesday, April 30, 2025. This announcement follows a tumultuous period for the company, which had only recently emerged from receivership in June 2024. The decision to seek liquidation comes as a response to a confluence of challenges that have rendered its business model untenable.
According to the management, "The explosion of costs, the decline in purchasing power, changes in the textile market, and increasingly aggressive international competition have made its economic model unsustainable." This stark admission highlights the harsh realities facing the fashion retail sector, particularly for brands like Jennyfer that cater to a younger demographic.
As of now, approximately 1,000 jobs are at risk, a situation that has sparked outrage among employees and labor unions alike. The CGT Services union issued a statement lamenting the news, asserting that employees were informed of their precarious situation earlier in the day. They criticized the management for what they termed a "violent and brutal" announcement, suggesting that the state should have exercised greater vigilance following previous social plans.
The union expressed deep concern over the impending job losses, stating, "The management, with the complicity of the State, will eliminate the 999 jobs of the company." They further noted that this announcement has plunged employees into a very precarious situation, calling for accountability from both the company and the government.
Founded in 1984 by David Tordjman and Gérard Depagnat, Jennyfer has seen its share of ups and downs over the decades. At its peak, the brand boasted 220 stores in France and 80 internationally, generating an annual turnover of around 250 million euros. However, the past few years have been particularly challenging. The company was placed in receivership in June 2023 due to a sudden increase in costs and rampant inflation, only to emerge less than a year later with hopes of revitalization.
In a bid to turn the tide, the brand attempted to rebrand itself in 2019, adopting the name "Don't Call Me Jennyfer". However, this move did not resonate with consumers, leading to its reversion to the original name in 2024. New leadership under Yann Pasco aimed to preserve the brand's identity while expanding its target market to include older teens and young adults aged 15 to 24. Despite these efforts, the challenges proved insurmountable.
By mid-2024, Jennyfer had undergone a restructuring plan that resulted in the elimination of 75 positions, primarily at its headquarters and warehouses, without any store closures. The company had hoped that this would stabilize its operations and allow it to regain a foothold in the competitive fashion landscape.
However, the brand's struggles are not unique. Jennyfer joins a growing list of well-known fashion retailers that have faced significant challenges in recent years, particularly in the wake of the COVID-19 pandemic. Brands like Camaïeu, Kookaï, San Marina, and Naf Naf have also succumbed to similar pressures, leading to store closures and job losses across the sector.
The judicial liquidation request was accepted by the Bobigny court on the same day, allowing for operations to continue until May 28, 2025. During this period, offers from potential buyers will be evaluated, although the prospects for a successful acquisition appear slim according to industry analysts.
As the situation unfolds, the fate of Jennyfer remains uncertain. The company has been a staple in the French fashion landscape for decades, and its potential closure marks a significant moment in the ongoing evolution of the retail industry. The loss of nearly 1,000 jobs will undoubtedly have a profound impact on the employees and their families, as well as on the communities surrounding the brand's stores.
The management's heartfelt acknowledgment of the dedication and creativity of its employees reflects a deep sense of loss. They stated, "Our deep and sincere thoughts go to all the teams mobilized for years with passion, creativity, and commitment." This sentiment underscores the emotional toll that such corporate decisions can have on individuals who have invested their careers in the company.
In conclusion, Jennyfer's request for judicial liquidation serves as a stark reminder of the challenges faced by the retail sector in an ever-changing economic landscape. The brand's struggles highlight the need for adaptability and innovation in a market that is increasingly influenced by global trends and consumer preferences. As the company navigates this difficult transition, the hope remains that some form of recovery or restructuring could emerge, allowing the brand to continue its legacy in the fashion world.
