长沙稳定汇率USDT|【唯一TG:@heimifeng8】|飞机盗号软件API破解技术✨谷歌搜索留痕排名,史上最强SEO技术,20年谷歌SEO经验大佬✨Pimkie revamps store concept, brand identity, targets profitability by 2026
Marion Deslandes Translated by
Nicola Mira Published
November 12, 2025
What will Pimkie look like after its makeover? The French womenswear retailer deployed two job protection plans, in 2025 and 2025, eventually closing down 100 stores and cutting nearly 500 jobs. It now has a clearer perspective on a possible relaunch, after the trade court in Lille approved its second job protection plan on October 30, a procedure Pimkie entered into in May as it faced renewed difficulties. The first major change concerns Pimkie’s ownership. At the start of 2025, the brand was sold by the Mulliez family to a trio of investors, and now only one is left. Salih Halassi is Pimkie's sole owner, following the exit of Lee Cooper France and Ibisler Tekstil.
“Salih Halassi already was the CEO of Pimkie. Now, with [Pimkie owned by] a single shareholder, we have the greater stability we need. It was a decision taken by mutual consent, at no cost to the company,” FashionNetwork.com was told by Elodie Chelle (formerly with Jennyfer and Undiz), who was named deputy managing director just over a year ago.
As part of the newly approved plan, Pimkie has undertaken to settle all its debts -- the amount of which has not been disclosed -- “without delay,” in order to regain the “lasting trust” of its commercial partners, especially its suppliers. Pimkie also undertook to ensure that the job protection plans deployed in the last two years are fully funded. The retailer’s overhaul is almost completed, and the last shops set to close will do so in early 2025. The debt settlement and organisational revamp are covered by Pimkie's own cash flow, boosted by the Mulliez family when the retailer was sold, and by the revenue growth recorded by Pimkie since September, “after being under severe pressure in the first half of the year.”
Chelle acknowledged that making the company shipshape has “a tough social impact.” She added that “we were forced to make difficult choices to try to save the brand. In recent months, the reorganisation effort was the tip of the iceberg, but we have also worked hard on transforming [Pimkie].”
“Cheerier and softer” store concept
A new store concept will be deployed in the 150 stores currently operated by Pimkie. “We need a major overhaul to renovate our remaining stores, which must be thoroughly refreshed. We don’t want to spread ourselves too thin, and we prefer city-centre locations to big shopping malls.”
Pimkie is testing a new store concept. The aim is to introduce “a slightly cheerier, softer look, with curved shapes, a palette of pink and a more intense blue. The fitting room area will be cosier, for an improved customer experience,” said Chelle. Pimkie stores in Nantes and Amiens are already trialling aspects of this new format, and next on the list are those in Reims, Rennes Alma, and Caen.
Broader target, refreshed logo
Pimkie's primary consumer target has traditionally been young women and girls, but it is set to broaden. “We want [Pimkie] to be accessible to all women, in terms of style and price. We have observed that the women who wear Pimkie are mostly aged 18 to 45. We shouldn’t just focus on 18-year-olds. If we target 25 to 30-year-olds, the customer base will start from 18-year-olds and will easily broaden through a halo effect,” said Chelle. “In addition, this market segment is stabler and less crowded, with no firmly established leaders,” she added.
Products-wise, Pimkie has streamlined the assortment and tweaked its collections, without shifting its style positioning but introducing new, more colourful looks. Near-shore sourcing has also become a priority. “We genuinely need to pay attention to consumer data and to what the market says, and be more supple. No truth lasts for long in our profession!” said Chelle.
Pimkie has developed a new visual identity, unveiled a few weeks ago, to offset “a lack of appeal evident for many years.” The brand’s name is now accompanied by a stylised letter P in a rounded font. “It’s easy to spot, bringing a new dimension to the brand, and will feature more easily in our brand communication. It's one of the ways in which we’re re-establishing [Pimkie] in our customers’ mental map, and in that of women in general,” she added. As well as rebranding, Pimkie has gradually resumed its advertising activity, helped by consulting and analytics firms.
As these rejuvenation efforts require financial resources, Pimkie is aiming to become profitable again in fiscal 2026. Revenue-wise, the streamlining of the brand’s store network will inevitably lead to a further downturn this year. In 2025, Pimkie’s revenue was €198 million, down from the €216 million recorded in 2025. In like-for-like terms, excluding the stores that were closed, Chelle is hoping that Pimkie’s revenue will grow by between 5% and 10% in 2025.