Pimkie

Pimkie opened its first store in Lille in 1971. For most of its history it operated under the Mulliez family retail association, the group behind Auchan, Decathlon and Kiabi, which supplied the capital and property relationships that carried the label into Germany, Spain and beyond. By 2018 the chain ran 716 stores across 30 countries, its high-water mark. The years that followed brought a reversal: mid-market fast fashion lost ground to cheaper online rivals and to sharper brands, and the store count began to fall. In May 2022 the Mulliez family put Pimkie up for sale. A majority stake passed to Lee Cooper, the denim brand owned by Beaumanoir, before the Halassi family emerged as controlling owner. Salim Halassi serves as president.

The assortment is fast fashion in the plain sense: dresses, tops, jackets, pants, knitwear and accessories, delivered in frequent drops at low price points. Pimkie sells through its own e-commerce site, a reduced network of French stores and third-party retailers such as ASOS, which stocks the label in its A to Z of Brands section. A secondary market on eBay moves used Pimkie garments at roughly $16 to $19. The chain closed its Spanish stores in November 2023, and further French closures have concentrated on major shopping malls, a detail Elodie Chelle, the executive handling store strategy, confirmed in January 2024.

A revamped store concept and brand identity arrived in November 2024, paired with a stated target of profitability by 2026. The most contentious move came in September 2025, when Pimkie joined Shein's Xcelerator program to grow online sales and co-produce collections. French fashion trade bodies and competitors criticized the alliance, and legal action followed. Two months later, in November 2025, Halassi acquired the casualwear label Chevignon, a step toward a multi-brand French fashion group built around Pimkie. [edit]