Jennyfer, a go-to fashion brand for generations of Moroccan teenagers, is now facing a grim chapter in its history. On April 30, a French commercial court in Bobigny placed the company into judicial liquidation. However, a short window remains open: operations can continue until May 28, giving potential buyers time to present rescue plans.
The brand’s leadership pointed to a perfect storm of economic challenges behind the downfall—soaring production and distribution costs, a sharp decline in consumer spending, rapid shifts in the fashion industry, and an onslaught of aggressive competition from international retailers. Even a major recovery plan launched last year, which involved a €15 million injection and a new shareholder joining the company, wasn’t enough to pull Jennyfer back from the brink.
Founded in 1984, the chain had expanded to nearly 300 stores worldwide by mid-2024, with a presence not just in France but in several international markets. Despite generating €250 million in annual revenue, Jennyfer couldn’t withstand the mounting financial pressures.
In Morocco, the brand operates several outlets in major cities like Casablanca, Rabat, Marrakech, and Tangier. So far, no official statement has clarified whether these locations will be affected. While the liquidation process centers on the company’s French headquarters, the ripple effects could extend to its overseas branches, leaving the future of these stores hanging in the balance.
For Moroccan shoppers, especially younger consumers who have long embraced Jennyfer’s affordable, on-trend collections, the brand’s potential disappearance from local malls would be a major loss. Everything now hinges on the outcome of ongoing talks about reviving parts of the business, possibly beyond French borders.
This latest setback is part of a broader crisis in the retail fashion industry. Jennyfer now joins the ranks of once-thriving chains like Camaïeu, Kookaï, and Naf Naf—companies that have crumbled under the weight of changing shopping habits, the explosion of e-commerce, and a market that no longer plays by the old rules.
