Expansion is underway for Don’t Call Me Jennyfer. As it awaits the outcome of its judicial reorganization, the teenage fashion retailer is evolving its product range by offering Korean beauty products in store. This move taps into the K-Beauty trend, which is particularly popular on social media.

Don’t Call Me Jennyfer has selected seven Korean brands to be featured in 50 of its 313 stores. These brands include COSRX, Meisani, G9 Skin, Benton, Klairs, Ondo Beauty, and Barulab. They will be showcased in dedicated sections within the stores. “This exclusive offering at Jennyfer will make these highly sought after brands, which are still quite rare in France, easily accessible,” the company stated in a press release, aiming to position itself as a “trend curator.”

This “concept-store” space in the stores is intended to be permanent, with the product range continuously evolving. After introducing Korean beauty products, the brand plans to explore other popular market segments among Gen-Z.

“We aim to transform our stores to offer a complete experience through the ‘all-in-one place’ concept, becoming the lifestyle destination of choice for young women. From beauty to accessories to clothing, we want to bring together our own collections and invited brands in a single space, providing our customers with a new and constantly surprising in-store experience,” commented Grégory Leperlier, the brand director of the chain, which was founded in 1985.

As part of its judicial reorganization formalized in June 2023, the company is currently awaiting the tribunal’s decision. A Franco-Chinese acquisition project is on the table, supported by two current executives of the brand, Yann Pasco and Jean-Charles Gaume, financially backed by one of their Chinese suppliers, the Sinoproud group. An investment package of 15 million euros has been proposed to revive the brand. The hearing is set for May 29, with the decision expected within the following two weeks.