Don't call me Jennyfer, new victim of the French textile crisis

Burton a few days ago; Don't call me Jennyfer this Wednesday. The ready-to-wear brand acclaimed by middle school and high school girls has requested its placement in receivership with the Bobigny commercial court. Victim in turn of a consumption at half mast, it is added to the already long list of low and mid-range French brands in decline. Some are still fighting for their future, others have disappeared from the landscape, like Camaïeu or San Marina.

The court should probably rule on June 28 in favor of the receivership of Don't call me Jennyfer. From this date, a six-month observation period should begin, during which management will work on a better future for the company. All while benefiting from a payment freeze on previous invoices. “This period will allow us to work calmly on all possible options to preserve activity and jobs”, warns Emmanuel Locati, managing director since May 2021. Leader in France for 10-19 year olds with 10% market share, Don't call me Jennyfer employs 1,112 people and has 220 stores (39% of which are affiliated) throughout France. There are also 79 points of sale abroad (franchised or affiliated), which are not affected by what is happening in France.

Founded in 1984, the brand was acquired in 2018 by a consortium of investors led by Sébastien Bismuth, associate president. Taking the measure of the problem, these new shareholders had carried out a profound reorganization. “In May 2019, Jennyfer became Don't call me Jennyfer, with bold and offbeat lyrics. We have changed the offer in store. We have also modernized our store base. This strategy has enabled the company to become profitable again between 2019 and 2021”, says the manager. Followed by 1.3 million subscribers on her Instagram account and 3 million on Facebook, Don't call me Jennyfer has grown like never before on social networks. Collaborations with the influencer Lena Situations from 2018 to 2021 or with McFly and Carlito in 2021, have given her some pep.

Between 2019 and 2022, the network of points of sale has, for its part, been completely redesigned. 180 addresses closed. But 70 others have opened, better sized and better placed. The resumption of activity after the pandemic suggested that the worst was over. The ace. “We are overtaken by the economic situation and the sudden and very significant increase in costs at the end of 2022 (labour, rents, energy, transport), explains Emmanuel Locati. With us, the average basket is 11 euros. We have not been able to fully pass on inflation in our prices. This is what explains our current difficulties”.

Don't call me Jennyfer fell into the red in 2022, under the effect of an 8% decline in turnover to 301 million euros including tax. “We are still on a downward trend in activity of 7% to 8% since the start of the year, recognizes Emmanuel Locati. We do not exclude any scenario to relaunch the brand. But that doesn't take anything away from its strengths. Don't call me Jennyfer could in particular broaden its clientele target, so as not to confine itself to teenagers. And thus bounce back better.