2024-01-18 15:11:00
Mbad news for hundreds of employees. After announcing last year the elimination of 63 stores by 2027, the Pimkie chain added 36 additional stores to this list this Thursday, January 18. According to information from Echoes, 239 positions are added to the 257 which were already planned to be eliminated by the PSE, including 42 within the head office. The announcement was made in the morning, Thursday January 18, at the Villeneuve-d’Ascq headquarters.
Dozens of stores should therefore close the curtain permanently, a sign of the company’s difficulties in maintaining its restructuring plan. “Pimkie is forced to accelerate its savings plan,” recognizes the company, relayed by Le Figarodenouncing “the economic context, inflation, and a drop in attendance at points of sale” in recent months.
READ ALSO André, Kookaï, Gap…: the reasons for a massacreDuring the year 2023, 23 stores, out of the 196 of the women’s fashion chain, went out of business.
« Reach out to customers »
“We no longer have the clothing supply we need and we are having trouble winning back our customers,” regrets Marie-Annick Merceur, member of the CFDT Pimkie, in the columns of the newspaper. However, management is hoping for a second wind following this bad patch. READ ALSO Habitat: the end of the baby boomers’ favorite brand “Our transformation plan aims to reinvent the Pimkie experience and work on its desirability among 18-25 year olds. A new concept will open in the coming weeks,” assures Élodie Chelle, deputy general director of Pimkie, in a press release. This promise does not cure the anxiety of employees who fear seeing Pimkie end up in liquidation, like many French brands recently like Camaïeu, Naf Naf or even André.
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