It narrowly escaped bankruptcy thanks to Chinese investors.

In the fashion department, it's a disaster! San Marina, Minelli or shades…many brands are closing their doors due to lack of profits. Fortunately, one teen favorite seems to have found a way to relaunch its business. After going into receivership during the summer of 2023, the brand is now in the hands of a group of Chinese investors, who are determined to introduce new offerings, hoping to Conquer new consumers.

Good news for fans of this French brand known for its youth-friendly pieces and low prices. The backup plan aimed at revitalizing the brand's operations has been validated. June 13, 2024While the company had to cut 75 jobs during 2023, the latter will now see a second wind. Responsible for? Two executives from the chain, as well as one of its Chinese suppliers, Shanghai Pure Fashion Garments Co Ltd. This French-Chinese alliance explains that it wants to broaden its target audience, which has so far been limited to children aged 10 to 14, by targeting more 15-19 years old and 20-24 years old. In addition, the clothes will tend towards a more trendy and less basic style and some Korean cosmetics will also be available in the store. A new era is in sight!

So, what brand is so popular with teenagers who barely escaped bankruptcy? It’s Don’t Call Me Jennifer, formerly known as Jennifer. Cropped T-shirts, wide-leg pants, denim jackets… The collection follows trends closely. And there’s no doubt that these new offerings will be a hit with customers.