In front of the anger, justice seized: the Mulliez family that Pimkie had sold in 2023 wants to block the association of the brand with the Chinese Shein

The Muliez family, which gave Pimkie in 2023 for the preservation of “the activity and use of an autonomized and empowered brand,” said the association with Shein dedicated this agreement and announced that he seized justice, in a statement transmitted to the AFP.

The Mulliez Family Association (AFM), which controls many brands such as Leroy Merlin, Kiabi, Fluch, Boulanger and Auchan, denounced “a use of funds available during the sale obviously contrary to their purpose”, namely, almost 140 million euros.

Suramac, the company controlled by the Mulliez Family (Afmuliez) and that proceeded to the sale of Pimkie, said “will confiscate the justice of these facts.”

Founded in 1971, Pimkie, who today has almost 200 points of sale in France and employs more than 700 people, had a great difficulty, knowing two social plans and a safeguarding procedure.

Anger in clothing

Requested by AFP, the company had not reacted immediately.

The Asian platform Shein had revealed on Tuesday that the French brand of female ready to use Pimkie would benefit from its powerful ecosystem to develop, especially internationally.

Integrated in a program called “Shein Xcerator”, their products will be present on the Shein platform and, therefore, accessible in 160 countries, and Pimkie will benefit from logistics support (production on demand and processing online commands).

An announcement that generated a anger among the representatives of the clothing federations, seeing it as an “unacceptable signal” and an imprint of “dishonor” alliance, with respect to the most criticized Asian platform of the moment.

With their European counterparts, the federations of textiles and clothing in France signed a letter requested by the EU on Tuesday to “emergency actions” against ultraphemeral fashion.

They accuse the big Asian electronic commerce platforms (Shein, Temu, Aliexpress) to flood the European product market at broken and non -compliant prices, unfair competition, environmental pollution and unworthy work.

On Wednesday, the Federation of Women of Women, the Federation of Women, called a press release “The Management of Pimkie to renounce this association.”