Bonobo opens new branch in Steel - farewell to Jennyfer!
Bonobo opens new branch in Steel - farewell to Jennyfer!
A new chapter in the Steel shopping center has started: On June 26, 2025, the new Bonobo branch was opened, which replaced the previously closed Jennyfer boutique. The closure of Jennyfer was the result of a national liquidation that had profound effects on the fashion industry. For the almost 350 employees and 34 shops of Jennyfer there was hope when the Beaumanoir/Celio consortium invested over 2 million euros in the takeover to save part of the shops and secure jobs, even if 75 jobs had to be deleted.
The Bonobo brand, which is primarily known for its commitment to responsible fashion, is now represented by the sixth branch in the department. According to the Le Progres, the director of the shopping center sees the opening positively and speaks of an enrichment of trade variety and a strengthening of employment in the region.
background to the closure of Jennyfer
Jennyfer, founded in 1984, was once a popular destination for fashion -conscious buyers, with over 220 shops in France and 80 in the international area, including Belgium. However, the industry -wide challenges, including increasing costs and inflation, led to a judicial renovation in June 2023. Despite an initial investment of 15 million euros and a plan to secure jobs, the desired return was not achieved, as the Commercial Court in Bobigny found.
As part of the renovation attempt, Jennyfer tried to refresh her image with the new brand identity "Don’t Call Me Jennyfer", but returned to her origin in 2024. The managing director Yann Pasco had the goal of maintaining the brand and expanding the target group, which was not successful, as the recent developments show.market situation and new trends
In the context of the fashion industry, the buying behavior of consumers has changed in recent years. After the great loss of sales during Corona pandemic, many buyers are increasingly orienting themselves to sustainable alternatives and second-hand mode. In 2023, around 16 million textiles with a Fairtrade seal were sold in Germany, and many consumers are ready to pay a surcharge for sustainable fashion. A third of the Germans are to accept a higher price, which drives the demand for such products.
These developments could benefit new brands such as Bonobo, which rely on sustainability and responsible production. At a time when consumers like to fall back on used clothing and excellent offers, Bonobo could come at exactly time with its conscious approach and the opening in the Steel shopping center.
Even if Jennyfer has a difficult way as a brand, it remains to be hoped that the takeover by Beaumanoir and Celio can be a ray of hope for the collected employees and the customers of Jennyfer. The latest trends in fashion can also bring new impulses for the Steel shopping center.
For more information on developments in the fashion industry, you can also read the articles from SUD Ouest and Statista.
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| Ort | Celle, Frankreich |
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