It’s been official since June 22, 2023: Jennyfer requests its placement in controlled administration. The company, which now calls itself Don’t Call Me Jennyfer (DCMJ), belongs to Sébastien Bismuth, also in charge of Celio and now of Camaïeu. The owner has applied for this placement to the commercial court of Bobigny, which has until June 28 to decide. If he accepts this request, a six-month observation period will start during which invoices will be frozen, jobs saved, time to try to save furniture and above all people. For now, 1,112 people are worried about their jobs.
Jennyfer wants legal redress to try and save most of her 1,112 jobs
DCM Jennyfer had however multiplied the operations that were supposed to seduce its target audience, such as collaborations with influencers Lena Situations, Lisa and Johan Papz, McFly & Carlito, or more recently with the singer Ronisia. This is what may have contributed to consolidating its position as a leader in this customer segment (10-19 years) in the sector… which is in crisis. Despite its 10% market share, 40 million visitors a year to its stores, including 220 in France and 79 abroad, as well as 17 million online shoppers, DCM Jennyfer needs to define a solid continuation or to find a buyer, reports the specialized press FashionUnited.
As rising costs squeeze margins, inflation destroys purchasing power and competition sharpens like SHEIN, DCM Jennyfer could then move, like many other well-known French brands, into malls across the Hexagon. In short, mid-range Italian fashion is truly on the verge of extinction.
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Source: Madmoizelle
Mary Crossley is an author at “The Fashion Vibes”. She is a seasoned journalist who is dedicated to delivering the latest news to her readers. With a keen sense of what’s important, Mary covers a wide range of topics, from politics to lifestyle and everything in between.
