End of clap for this famous brand of tricolor shoes which has accompanied us from childhood to adulthood. Already on the brink of collapse in 2023, she will have made us hope until the end, with her communication full of chatter and her tasteful shoes.
The umpteenth victim in the series of judicial liquidations. Full of hope, fans of the brand have been following its adventures very closely since the first difficulties were announced. Indeed, following the Covid-19 crisis, this French label was facing numerous financial difficulties, resolved at the end of 2023 by a first placement in receivership recorded by the Marseille commercial court. In January 2024, three ready-to-wear players – including My young ladies Paris, DS Invest And Union Brothers – then joined forces to try to save this pillar of the world of shoes. A new strategy has been designed to appeal to a previously untouched clientele: Gen Z.
Riddled with debt but still full of ideas, the brand had kept all the promises set out in its strategic plan and thus put the emphasis on digital communication. Instagram and TikTok were full of cult pop culture references, well-thought-out humorous posts (“POV: you thought Minelli no longer existed”in a TikTok reference to the reality series Hollywood Girls), slick campaign visuals. The website had just undergone an overhaul at the beginning of April, and now included new features intended to facilitate the act of purchasing for French women (such as e-reservation of products). It is Minelli which in turn is closing its doors, after 50 years of success. The bad news was announced earlier in the morning on Wednesday, May 13.
Despite the efforts made by the Marseille brand, the figures for the last financial year 2024-2025 were not very convincing: it shows 3.7 million euros in losses, according to our colleagues from Figaro. Result of the races: in March 2026, it found itself in receivership again, after having been placed in safeguard procedure a few months earlier.
“It is with a heavy heart that we announce that Minelli is closing its doors permanently.”can we read on the Instagram post, already liked more than 4,200 times.
Nostalgic and filled with sadness, Internet users were quick to share their memories in comments: “Oh good luck to all the teams!! So sad that was the brand of almost all my shoes…” (@amandinebru_); “Thank you Minelli for these shoes which have accompanied me in so many important moments of my life. Certain pairs are not just shoes, they keep the memory of our steps, our evenings, our joys and our great passages” (@cendrabruyere).
As Manoush A few weeks ago, the shoe brand liquidated its final stocks at -60% until May 30 – the final closure date. 77 jobs will be lost and 21 stores will disappear forever.
