After several attempts at a restart, the Jennyfer brand puts a line. The French fashion brand, which started its history in 1984 and 300 shops in the domestic market and internationally, is again insolvent.
For young teenagers: In the beginning of the 2000s, the Jennyfer boutiques, similar to Pimkie, were the place where you could buy the latest fashion trends. In 2018, the brand recorded a continuous decline in sales and changed investors: inside. It was sold to an investor: interior group under the direction of Sébastien Bismuth, the former Chief Executive Officer (CEO) by Undiz.
In order to keep up with the zeitgeist, Jennyfer was rejuvenated. The marketing teams concentrated the storytelling on diversity and humor, while the brand changed its name in “Don’t Call Me Jennyfer” (DCM Jennyfer). The restart worked for a while. Everywhere in France, boutiques and pop-up stores were opened, with cabins that were designed for Tikok, denim corners and self-check-out cash registers.
In 2019, the company employed 2,000 people: inside and generated sales of 360 million euros. Despite the difficult time of pandemic, DCM withstand. Collection cooperations and campaigns followed. 2022 even ventured into men’s fashion.
Ultimately, the increase in costs in 2023 led to the fact that Don’t Call Me Jennyfer had to apply for the opening of insolvency proceedings. A renovation plan was completed in 2024. The brand then replaced its logo “Don’t Call Me Jennyfer” with a double NN and became Jennyfer again. But this return to the origins was short -lived. On April 30, 2025, the company was declared unable to pay.
The liquidation of the French brand will have a thousand jobs, while 200 shops in France are to be closed. The website actu.fr published the list of Jennyfer boutiques affected by a closure. In addition to the French shops, several sales outlets in Belgium are also affected, especially in Brussels.
According to a press release published by the CGT, the government and management of the company should have a great responsibility for the social drama, which brides about the employees: inside of Jennyfer. The union states that they have already pointed out the need for financial transparency in the social plans of 2021 and 2023, and specified that their claim has remained unanswered.
“The Fédération CGT Commerce et Services denounces the secrecy of the procedure for employee representatives and calls for financial transparency and legal and regulatory control so that employers can no longer liquidate companies through financial constructions, as was the case with Camaïeu, Alinéa, Habitat and other companies in similar situations,” says press release.
The possible offers from transfers: inside will be checked on May 28th.
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