Pimkie's Smart Growth Strategy: 16 Former Jennyfer Stores Revived
Parijs, donderdag, 3 juli 2025.
In a remarkable move, Pimkie has defied the challenging retail market by taking over sixteen former Jennyfer stores. Ten of these locations have already been reopened under the Pimkie brand, indicating a strategic repositioning in the French fashion industry. Following a successful restructuring, the company reports an impressive 20% increase in sales from January to March 2025, with in-store activity rising by 4%. CEO Elodie Chelle emphasises that this affiliation is more than a simple growth step, but a strategic pillar for further expansion and local anchoring.
Strategic Acquisition of Jennyfer Stores
Pimkie has implemented a remarkable growth strategy by acquiring sixteen former Jennyfer stores. Ten of these locations have already been reopened under the Pimkie brand, indicating a successful repositioning in the French fashion market [1][2]. The acquisition took place following Jennyfer’s liquidation and demonstrates Pimkie’s resilience in a challenging retail environment.
Business Development and Sales Figures
From January to March 2025, Pimkie reported an impressive 20 percent increase in like-for-like sales, with a simultaneous 4% rise in in-store activity [2]. The company, previously sold by the Mulliez family to a trio of investors, has validated a restructuring plan and reoriented its supply chain towards the Mediterranean region [2].
Company’s Strategic Vision
CEO Elodie Chelle emphasises that the affiliation is more than an ordinary growth step: “The affiliation is not just a lever. It is a strategic pillar of our deployment and a fantastic opportunity to expand our presence, test new formats, and strengthen our local roots” [2]. Pimkie has opened new stores in cities such as Amiens, Évreux, Voiron, and Ambérieu-en-Bugey, using a ‘light’ approach with temporary window stickers until permanent signage is installed [2].