Pimkie
Salih Halassi (majority shareholder) · France
Pimkie is a French womenswear chain founded in Lille in 1971 that sells trend led clothing at low prices. Formerly owned by the Mulliez family, it has been controlled by Salih Halassi, its majority shareholder and chief executive, since 2024, and drew wide attention in 2025 with a partnership with Shein.
| Founded | 1971, Lille |
|---|---|
| Headquarters | Villeneuve-d'Ascq, France |
| Owner | Salih Halassi (since October 2024) |
| Chief executive | Salih Halassi |
| Former owner | Mulliez family |
| Peak network | 716 stores in 30 countries (2018) |
| Website | pimkie.fr |
What is Pimkie?
Pimkie is a French fast fashion brand for women. Its website describes very trendy fashion at very affordable prices and a real life style for all women, with jeans, dresses, jackets, knitwear, loungewear, shoes and accessories and new arrivals every week. The company is based in Villeneuve-d'Ascq near Lille and has had offices in Germany and Spain.
History
Pimkie opened its first store in Lille in 1971; the name was originally spelled Pimckie and changed in 1983. The brand grew to about 100 stores in France by the late 1980s and reached a peak of 716 stores in 30 countries in 2018. Long part of the Mulliez family group, it was sold in 2022 and 2023 to new owners, and on 30 October 2024 Salih Halassi became sole shareholder. The years since 2017 brought repeated restructuring, including store closures in Germany, Austria and France, safeguard proceedings opened in May 2024 and a two year continuation plan approved by the Lille Métropole commercial court in October 2024.
Products and positioning
Pimkie targets young women looking for current trends at low prices. The core range includes:
- Denim, dresses and knitwear
- Jackets and loungewear
- Shoes, bags, scarves and belts
- Hair accessories and perfume
Business model and distribution
Pimkie sells through its own store network and its e-commerce site, which offers free in store returns and e-reservation. In September 2025 it signed a partnership with Shein: Pimkie products are sold internationally on Shein's marketplace as the launch of the Shein Xcelerator programme in France, with access to Shein's logistics and on demand production, while Pimkie keeps its brand, intellectual property and stores. The deal was criticised by French industry bodies, Pimkie was excluded from the Fédération des enseignes de l'habillement about a month later, and the Mulliez family association announced legal action, which Halassi rejects.
Why it matters
Pimkie is a test case for how a struggling French mid market chain might survive: through restructuring, a smaller store base and an alliance with a global ultra fast fashion platform. Its path is closely watched by an industry that has seen peers such as Camaïeu and Naf Naf fail.
Frequently asked questions
Who owns Pimkie?
Pimkie is controlled by Salih Halassi, who became its sole shareholder in October 2024 and also serves as chief executive. The brand previously belonged to the Mulliez family, who sold it in 2022 and 2023.
Is Pimkie part of Shein?
No. In September 2025 Pimkie signed a partnership under which its products are sold internationally on Shein's marketplace, using Shein's logistics and on demand production. Pimkie keeps its own brand, intellectual property and stores.