Bonobo opens new branch in Steel – Farewell to Jennyfer!

Bonobo opens new branch in Steel – Farewell to Jennyfer!

A new chapter has begun at Steel Shopping Center: on June 26, 2025, the new Bonobo branch opened, replacing the previously closed Jennyfer boutique. The closure of Jennyfer was the result of a national liquidation that had a profound impact on the fashion industry. There was hope for Jennyfer's almost 350 employees and 34 stores when the Beaumanoir/Celio consortium invested over 2 million euros in the takeover to save some of the stores and secure jobs, even if it ultimately meant cutting 75 jobs.

The Bonobo brand, best known for its commitment to responsible fashion, will now be the sixth store in the department. According to Le Progres, the director of the shopping center sees the opening positively and speaks of enriching commercial diversity and strengthening employment in the area.

Background to the closure of Jennyfer

Jennyfer, founded in 1984, was once a popular destination for fashion-conscious shoppers, with over 220 stores in France and 80 internationally, including Belgium. But industry-wide challenges, including rising costs and inflation, led to a judicial restructuring in June 2023. Despite an initial investment of 15 million euros and a plan to protect jobs, the desired return was not achieved, the commercial court in Bobigny found.

As part of the restructuring attempt, Jennyfer tried to refresh its image with the new brand identity "Don't Call Me Jennyfer", but returned to its origins in 2024. The managing director Yann Pasco had the goal of maintaining the brand and expanding the target group, but this was not successful, as recent developments show.

Market situation and new trends

In the context of the fashion industry, consumer purchasing behavior has changed in recent years. After the major sales losses during the Corona pandemic, many buyers are increasingly turning to sustainable alternatives and second-hand fashion. In 2023, around 16 million textiles with the Fairtrade label were sold in Germany, and many consumers are willing to pay a premium for sustainable fashion. A third of Germans are willing to accept a higher price, which is further driving demand for such products.

These developments could benefit new brands like Bonobo that focus on sustainability and responsible manufacturing. At a time when consumers are eager to shop for pre-owned clothing and great deals, Bonobo's conscious approach and opening at Steel Shopping Center could come at just the right time.

Even though Jennyfer has had a difficult journey as a brand, it remains to be hoped that the takeover by Beaumanoir and Celio can be a ray of hope for Jennyfer's collective employees and customers. The latest fashion trends can also bring new impulses to the Steel shopping center.

For more information on developments in the fashion industry, you can also read the articles from Sud Ouest and Statista.