Jennyfer returns to shops through Vib’s

The brand that thrilled teenage girls throughout the 1990s and 2000s is not gone for good. Jennyfer, which has not escaped the crisis affecting French ready-to-wear, has made its long-awaited return to shops.

Jennyfer’s place in teenage fashion

Founded in 1985, Jennyfer established itself over many years as one of France’s defining teenage fashion brands. Its recipe for success combined highly competitive prices, rapidly refreshed collections and a widespread presence on high streets and in shopping centres.

However, as fast fashion gained ground, the brand made its first major shift in 2018, adopting 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 France’s ready-to-wear sector was going through a period of severe upheaval.

Hit by the Covid-19 pandemic, rising logistics and energy costs, and fierce competition from Chinese e-commerce giants, the retailer entered receivership before being placed into liquidation in 2025. In June 2025, the Beaumanoir Group acquired what remained of Jennyfer. The group also owns Sarenza.com, La Halle and, in Western Europe, the Quiksilver, Billabong, Roxy, DC Shoes, Element and RVC brands. 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 find the brand’s clothing, customers can shop online or visit 50 of Vib’s 260 stores across France, located in most departments. These stores also carry items 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. Its stores are designed to provide a spacious, friendly and welcoming setting, encouraging a smooth and enjoyable shopping journey. Every shop aims to deliver high-quality service built 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 French ready-to-wear crisis

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

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