Jennyfer makes a major return at Vib’s stores in France

The brand that thrilled teenage girls throughout the 1990s and 2000s is not dead. Jennyfer, which was not spared by the crisis affecting French ready-to-wear retail, has made its major return to shops.

Established in 1985, Jennyfer spent many years as one of France’s defining teenage-fashion brands. Its formula was simple: highly competitive prices, rapidly refreshed collections and extensive visibility in town centres and shopping malls.

As fast fashion emerged, the brand made its first significant shift in 2018, taking the name Don’t Call Me Jennyfer (DCMJ). It updated its image and focused on inclusivity, notably through a collaboration with Lena Situations. Unfortunately, this was not enough at a time when the French ready-to-wear sector was facing severe disruption.

Following the Covid-19 pandemic, rising logistics and energy costs, and fierce competition from Chinese e-commerce giants, the retailer entered administration and was then placed into compulsory liquidation in 2025. In June 2025, the Beaumanoir Group acquired the remaining Jennyfer business. The group also owns Sarenza.com, La Halle, and the Quiksilver, Billabong, Roxy, DC Shoes, Element and RVC brands in Western Europe. It also took over Naf Naf, which was facing difficulties for similar reasons.

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Jennyfer joins Vib’s

Jennyfer has now finally returned to the shop floor. To buy the brand’s clothing, customers simply need to shop online or visit 50 of Vib’s 260 stores across France, which are located in most departments. These shops also stock products from Bréal, Bonobo and Cache Cache. “Jennyfer becomes the retailer’s fourth brand, which now caters for every generation. This development supports the Beaumanoir Group’s strategy of strengthening its multi-brand retail model,” the company said in a press release.

“Vib’s puts the customer experience at the heart of its concept. Store layouts are designed to provide a spacious, friendly and welcoming setting, encouraging a smooth and enjoyable shopping journey. Every shop aims to deliver a high-quality service based on listening, advice and closeness. Vib’s offers endless possibilities for dressing from head to toe, according to your preferences, your occasions and your style,” states the brand’s official website.

The crisis in French ready-to-wear retail

Caught between the growing power of Shein and Temu, second-hand fashion, inflation and a missed digital transition, many long-established French ready-to-wear retailers have suffered serious financial failures in recent years.

• Liquidated: Camaïeu, Kookaï, San Marina and footwear retailer André.
• Taken over or restructured: Naf Naf, La Halle, Caroll and Pimkie have had to close dozens of shops or change owners to survive.
• Under restructuring: Brands such as Comptoir des Cotonniers and IKKS have drastically reduced their retail networks to limit losses.