2023-06-22 00:54:01
After monochrome, Pimkie, Kookaï… The ready-to-wear brand Don’t Call Me Jennyfer, better known by its former name “Jennyfer”, is in turn in turmoil. She asked for her placement in receivership, this Wednesday. The company, which employs 1,112 people, is overtaken by “the sudden increase in costs combined with galloping inflation” with consequences for purchasing power, according to a press release.
Made to the Commercial Court of Bobigny (Seine-Saint-Denis), this request “is a protective measure for the company which will allow us, during the six-month observation period, to work on all the possible options for to preserve the activity of the company and the jobs”, declared its managing director Emmanuel Locati.
Founded in 1984, Don’t Call Me Jennyfer has 220 stores in France and 80 internationally, and its site and application attract 10 million unique visitors annually, according to the company. The company achieved 301 million euros in turnover in 2022, she says, but did not wish to communicate on her losses.
This suspension of payments is the consequence of an unfavorable situation marked by “a dazzling increase in the costs” of raw materials, labour, wages, energy, rents, “combined with galloping inflation “, specified the general manager.
“Leader” for 10-19 year olds
According to him, “we must not confuse receivership and liquidation”. Emmanuel Locati is “confident”, the brand having “many assets to bounce back. We are now leaders in France for 10-19 year olds with just over 10% market share. »
Don’t Call Me Jennyfer “had already launched its transformation in 2018”, modernizing its stores and remodeling its identity. It is clearly aimed at young buyers via social networks. “We have developed important collaborations with Gen Z opinion leaders like Lena Situations, Eva Queen, McFly and Carlito” and the brand boasts “a very, very strong community” with, for example, 1 .3 million followers on Instagram.
The brand was taken over in 2018 by a consortium of investors led by Sébastien Bismuth (former managing director of Undiz), this takeover not having been carried out as part of a receivership or a collective procedure.
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