Pimkie announces 64 store closures and 257 job cuts by 2027.

What will happen to Pimka? The women’s ready-to-wear brand announced on Wednesday its intention to close 64 stores by 2027, resulting in a gradual layoff of 257 jobs as part of its owner Pimkinvest’s transformation plan.

This “savings plan” is due to a “fall in traffic and sales,” according to a press release for the brand, which was bought from the Mulliez Family Association (AFM) in February by the Pimkinvest consortium, led by the Lee Cooper France, Amoniss (Kindy) and Ibisler Tekstil groups.

“Leverage to reduce the number of closures will be carefully explored where possible, in particular with Pimkie donor partners,” the press release states. This plan aims to “register Pimkie in a long-term project based on a healthy structure,” the brand’s management says.

Pimkie lists several projects including “image and offer upgrades”, “digital transformation”, or “business performance improvement”. The company intends to “make every effort to offer solutions that facilitate employee repositioning” through “internal reclassification” and “tailor-made support,” she said.

In the footsteps of San Marina and Caporal

Sandrine Lilienfeld, general manager of Pimkie, hopes to “confirm Pimkie’s place” in “the top three favorite brands for women aged 18 to 25,” according to a press release. The brand, long owned by AFM, which employs 1,500 people and has 232 own stores and 81 branches, announced in October that it had entered into exclusive takeover talks. The sale was completed on February 22.

Pimkie delegates already warned in early February of the inevitability of a Job Protection Plan (PSE), fearing the disappearance of some 500 jobs.

The ready-to-wear sector in France has been rocked by a violent crisis for several months, leading, among other things, to the liquidation of Camaïeu in September 2022 and the takeover by Go Sport, Gap France and Kookai in early 2023. Shoemaker San Marina (in liquidation) and denim brand Kaporal (bidding for a position in receivership) have also cemented their economic hardships in recent weeks.