2024-02-18 04:46:00
Black pants and fitted blue jacket. On this chilly February morning, Sylvie adjusts her scarf in front of the empty window of the Camaïeu store in Lisieux, liquidated in September 2022. “ The closure did not traumatize me, she confided to La Tribune Dimanche, but I find that this lowered curtain is making a mess, indeed. » More than a year later, the store, located in the heart of what we call here the “golden square”, has still not found a buyer. “ If it lasts too long, there is a risk that it will snowball », laments the passer-by. However, the domino effect has already started.
After Jennyfer and Superdry, Camaïeu is now the third clothing brand lost in the center of the city of Saint Thérèse. She won’t be the last. Recently, a “liquidation” sign blocks the facade of the Burton store, which is also scheduled to close.
Like many medium-sized towns, Lisieux (20,000 inhabitants) suffers from the setbacks of ready-to-wear. If the shopping district has some 300 stores of all kinds, this narrowing of the offer is worrying, including among those who are not affiliated with chains. “ We need these franchises which have a big strike force in terms of marketing and clearance to drive everything else », points out Frédéric Motté, manager of a clothing, shoes and accessories store.
A city heart Action program
Retail manager serving the City, Julie Lesage shares the analysis.
“It’s complicated for teenagers since Jennyfer left,” she concedes. Our fear is that they will take their whole family shopping in Caen or Le Havre because Lisieux is too small to attract the Bershka type franchises that they favor. »
It is also complicated to find occupants following the closure of these national brands, which are often heavily housed. “ They occupy cells of around 200 square meters where the average does not exceed 60. Consequently, it is more difficult to rent. » It took almost two years before the location of the late Jennyfer found a buyer, and once more at the cost of a separation of the space taken over, one by the low-price perfume chain Adopt, the other by a barber.
Faced with the threat, the new municipal team elected in 2020 and since engaged in a City Heart Action program does not remain without reacting. For several months, the “golden square” has been cluttered with cranes. The city center is getting a makeover with elegant paved roads and widened sidewalks.
« The merchant route has been expanded », welcomes Sylvie Lesage. In addition, the town hall helps traders to refresh their facades up to 40% of the investment. As for the “house of commerce” recently installed in the heart of the city, it supports project leaders, even putting them in contact with franchises and directing them towards public support systems. There remains the question of rents, which are too high in the eyes of many managers. “ In Lisieux, five owners have all the keys and charge prohibitive prices », complains a trader who prefers to remain anonymous. But on this lever, elected officials have little control.
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