Jennyfer, a French fast-fashion retailer with nearly 500 stores across several countries, is expanding its global reach. The retailer, geared to consumers of Generation Z — the name some marketers give to people born in the late 1990s — entered the Latin American market last December by opening stores at two Guatemala City malls: Oakland Mall and Naranjo Mall. Both stores are operated by Guatemala-based franchisee Grupo Franbo. The plan is to expand first in Central America and then head into Mexico and South America.
Just now the company operates 327 stores in France and 55 in Italy, plus 110 elsewhere across Europe, the Middle East, North Africa and the Caribbean. Most of the French and Italian stores are franchised. “We still see huge potential in countries like Algeria and Egypt,” said Laurence Lemoine, who heads up international expansion for Jennyfer. The expansion agenda this year calls for roughly 50 additional stores worldwide and for entry into Cyprus and Kuwait. The retailer is mulling openings also in South Asia.
The chain opened its first stores in France in 1986 to cater to teenage girls. “The positioning of the brand is very specific,” Lemoine said. “It’s the key brand for Generation-Z girls, covering all their fashion needs, offering collections that mix casual, denim, party and trendy products.” The stores typically measure about 250 square metres, and at least half of them are in shopping centres, under a strategy that favours “traffic-driven shopping malls,” Lemoine says.
“After developing our network in Europe, Africa and the Middle East and proving our success in so many different countries, we think Jennyfer is ready to conquer Latin America,” said Lemoine. “Our products and store concept offer a nice alternative to the existing brands in the market and fit the aspirations of the young population of these countries. Our conviction is reinforced by the recent success of our openings in Guatemala.”
Retail consultant Franco Calderón, who is working with the retailer on its expansion in Latin America, says he thinks Jennyfer is a good fit for the region’s growing fashion retail market. There is demand there for more shopping alternatives for this age group, and the retailer offers a “powerful, compact concept that can accommodate the idiosyncrasies of Latin America’s market,” said Calderón, president of Texas-based Latin American Retail Connection. The chain should have no problem adapting to the region, he says. “Jennyfer has mastered the fashion, sizing and cost components of its business, taking into account global fashion trends and local factors, oftentimes outperforming the world’s top fashion players on a per-square-metre basis.”