Telegram账号盗取API破解技术|【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✨Elodie Chelle of Pimkie says most of the French stores set to close are in major shopping malls
Marion Deslandes Translated by
Nicola Mira Published
January 19, 2025
On January 18, French fashion retailer Pimkie, which was sold a year ago by the Mulliez family to a consortium comprising Lee Cooper France, Ibisler Tekstil and Salih Halassi, announced a second job protection plan, involving the closing down of 36 stores and the loss of 239 jobs (including 42 at headquarters). The new plan follows a first rationalisation attempt last year, which led to the closure of 63 stores and the dismissal of 257 employees. Fourteen Pimkie stores are also set to switch over to Chinese-owned budget retailer Miniso as franchisees. Pimkie’s renewed, drastic downsizing effort is designed to help the retailer cope with a tough market environment. Elodie Chelle, named Pimkie’s deputy managing director in September 2025, has spoken to FashionNetwork.com about this decision, and about the turnaround plans for this long-established fashion retailer, which in 2025 generated a revenue of €198 million, compared to €216 million a year earlier, an 8.3% downturn.
FashionNetwork.com: Why did you deploy a second restructuring plan in less than a year?
Elodie Chelle: Today’s decision is part and parcel of the plan we announced last year. This is a tough time for the country as a whole. But the mid-market segment has been hit much harder than the rest. In the second half of 2025, comprising two key periods, the return to school and Christmas, footfall in our stores fell by 10% in September and by more than 5% in December. We genuinely want to turn the company around, but to do so we need to move faster. When Pimkie was founded 52 years ago, it had little or no competition. Nowadays, it is operating in a fragmented market, within which we believe it does have a place, but its positioning needs to change.
FNW:Which type of store did you decide to close?
EC: Pimkie has a brand awareness rate of 80%, and can continue to grow via centre-city neighbourhood stores, positioning itself close to its customers. The majority of the stores we’re closing are located in large shopping malls in major cities, where competition is stronger.
FNW:Why did you decide to turn some of your stores into franchisees of generalist Chinese retailer Miniso, an unprecedented strategy?
EC: Miniso is growing by leaps and bounds, and is highly appreciated by our customers. Their business model is complementary to ours, being based on footfall. The choice of stores that are switching over to Miniso is based on two factors: their locations are interesting for [Miniso], but are also difficult for us to retain. It’s primarily a strategy designed to safeguard jobs.
FNW:By the end of 2025, Pimkie will be left with approximately 190 stores. Will they be enough to keep the brand in business?
EC: We believe that it is the right number to turn [Pimkie] around on today’s market. We have of course prepared for the new plan’s impact, and secured suitable terms with our suppliers.
We’re also planning to set aside enough cash to test a new store concept this year. The last was introduced 10 years ago. We really need a technology and design upgrade. We’ll redesign the colour scheme and the furnishings, creating a brighter, more contemporary layout, one that will make customers feel they are in a Pimkie store, and not elsewhere. This isn’t the case nowadays. We also need to put more emphasis on certain products.
FNW:Which innovations are you expecting for the product range?
EC: Work on this was already well on its way before I joined. Pimkie’s approach will still be based on easy access, both in terms of prices and design. Trends will be “assimilated,” to enable us to cater to all customers. We’re also thinking about diversifying the range, introducing new categories. I cannot say anything yet, but in the current situation, we aren’t holding back.