Jennyfer returns to 50 Vib's stores after its bankruptcy proceedings

A year after its disappearance from shopping centers, Jennyfer is gradually winning back its customers. The ready-to-wear brand for teenage girls and young women has been available since the end of July in 50 Vib's stores, out of the approximately 260 that the chain has in France. A new collection is also available online. This comeback comes after Jennyfer's bankruptcy in 2025 and its partial acquisition by the Beaumanoir Group.

Jennyfer thus becomes the fourth brand distributed by Vib's, alongside Cache Cache, Bonobo, and Bréal. With this addition, the Breton group aims to broaden its offering to a younger clientele and strengthen its multi-brand store model. The retailer hopes to appeal to several generations within the same retail space. Jennyfer is also expected to contribute to Vib's goal of exceeding one billion euros in revenue by 2026.

The Beaumanoir Group is increasing its acquisition of weakened brands

Before its liquidation, Jennyfer had experienced a series of financial difficulties, staff reductions, a receivership procedure, and an attempted relaunch under a new brand name. Its acquisition does not include an immediate reopening of its former network of independent boutiques. The Beaumanoir Group is prioritizing integration within Vib's stores, which limits real estate costs and allows them to test the brand's commercial potential. This strategy offers Jennyfer renewed visibility without replicating the model that led to its failure.

Beaumanoir is applying a similar method with Naf Naf, which it also partially acquired in 2025. The brand is slated to launch in nearly 300 La Halle stores this fall. The group also owns Sarenza.com and operates several board sports brands in Western Europe, including Quiksilver, Billabong, Roxy, DC Shoes, and Element. The revival of Jennyfer thus illustrates a consolidation strategy in which well-known but weakened brands are relaunched through already profitable distribution networks.