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.<\/p>\n
\u00a9 Reve.art in collaboration with JDF<\/p>\n
Hopeful fans closely followed the brand\u2019s 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\u2014Mes demoiselles Paris, DS Invest, and Union Brothers\u2014joined 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.<\/p>\n
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.<\/p>\n
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.<\/p>\n
“It is with heavy hearts that we announce the permanent closure of Minelli,” read the post on Instagram, already liked more than 4200 times.<\/p>\n
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\u2026” (@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).<\/p>\n
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\u2014the date of its final closure. 77 jobs will be cut, and 21 stores will disappear forever.<\/p>\n\n\n