The massacre continues in the French fashion landscape. While in September 2023, Minelli was placed in receivership, the French shoe brand has just been determined on its fate.
A new French fashion brand is weakened. At the end of August 2023, it’s the ready-to-wear brand NAF Naf who expressed her difficulties, before being placed in receivership on September 6 by the Bobigny court. Before her, Jennyfer, Pimkie, Burton of London, André and Kookaï experienced similar situations. For San Marina and Camaïeu, the liquidation was even pronounced by the commercial courts in charge of the cases. End of September, Minelli, very popular French shoemaker, has in turn placed in legal redress in Marseille.
On January 8, 2024, the brand finally decided on its fate. Takeover by three entities – the high-end ready-to-wear label My Ladies accompanied by investors DS Invest and Union Brothers -, it will now be called Minelli House. A new name which sounds like a new beginning for the brand, forced to part ways with two thirds of its teams. Only 213 employees are taken back on permanent contracts out of the 600 who worked for Minelli at the end of 2023. These numerous layoffs are explained by the closure of a large part of the shoemaker’s stores, which only retains 47 stores and corners out of the 120 he previously had.
A destiny linked to that of San Marina, André and Naf Naf
Founded in 1973, Minelli had been bought back in 1985 by the French group Vivarte. This behemoth of French clothing has separated, in recent years, from numerous brands, all of which have gone through bad times since: Naf Naf and André in 2017, San Marina in 2020 and Minelli, therefore, in 2022 Buyers of the last two channels are the same: Stéphane Collaert and Laurent Portella. At the time, the specialized site Fashion Network quoted the words of the two leaders: “Minelli is a strong and iconic brand that is among the favorites of French women. We are convinced that we will offer it, just as we did for San Marina, development prospects that match its ambitions.” And the duo has indeed tried, over the last 20 months, to breathe new energy into the brand. The two men, for example, launched Emblem, a high-end line of shoes and handbags. But the expansion of the offer has not, it seems, been sufficient. The buyers of Maison Minelli convinced the Marseille commercial court by affirming that they wanted to develop “digital communication”undertake “the overhaul of distribution methods” And “the strengthening of Minelli’s flagship accessories and products”. For now, the brand can see a future.