The Curtain Closes on a Beloved French Shoe Brand
From childhood through adulthood, this iconic tricolor shoe brand has been a constant companion. On the brink of collapse in 2023, it kept our hopes alive until the very end with its vibrant communications and tasteful footwear.
© Reve.art in collaboration with JDF
Yet Another Casualty in the Saga of Bankruptcies
Hopeful fans closely followed the brand’s journey since the initial announcement of financial troubles. Following the Covid-19 crisis, this French label faced numerous financial difficulties, culminating in an initial filing for bankruptcy protection by the Marseille Commercial Court at the end of 2023. In January 2024, three fashion industry players—Mes demoiselles Paris, DS Invest, and Union Brothers—joined forces in an attempt to rescue this cornerstone of the shoe industry. They devised a new strategy aimed at attracting an untapped market: Generation Z.
Despite being burdened with debt, the brand fulfilled all the promises laid out in its strategic plan, heavily investing in digital communication. Instagram and TikTok were flooded with pop culture references, well-crafted humorous posts (“POV: you thought Minelli no longer existed”, referencing the reality TV show Hollywood Girls), and slick campaign visuals. The website underwent a major overhaul in early April, incorporating new features designed to simplify the purchasing process for French consumers, such as online product reservations. Yet, after 50 years of success, Minelli has finally shut its doors. The sad news was announced earlier this Wednesday morning, May 13.
Despite all efforts by the Marseille-based brand, the figures from the last financial year 2024-2025 were not encouraging: it reported losses of 3.7 million euros, according to reports from Le Figaro. Consequently, in March 2026, the company found itself in bankruptcy protection once again, after having been placed under a safeguard procedure a few months earlier.
“It is with heavy hearts that we announce the permanent closure of Minelli,” read the post on Instagram, already liked more than 4200 times.
Followers Share Their Memories and Sadness
Nostalgic and filled with sadness, users rushed to share their memories in the comments: “Oh good luck to all the teams!! So sad, it was the brand of almost all my shoes…” (@amandinebru_); “Thank you Minelli for the shoes that have been with me through so many important moments in my life. Some pairs are not just shoes, they hold the memories of our steps, our evenings, our joys, and our milestones” (@cendrabruyere).
Final Days of Sales and Closure
Like Manoush, which had its final clearance a few weeks ago, the shoe brand is liquidating its remaining stock at 60% off until May 30—the date of its final closure. 77 jobs will be cut, and 21 stores will disappear forever.
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Olivia Martinez is the Fashion Editor at Lady and The Track, bringing over seven years of experience in the fashion industry. With a background in fashion design and styling, Olivia has worked with top fashion brands and magazines. Her keen eye for trends and styling tips helps readers stay ahead of the fashion curve. Whether she’s covering runway shows or street style, Olivia ensures that Lady and The Track readers are always in the know when it comes to the latest in fashion.