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The encyclopedia · Strategy & Leadership · Strategic decision · 2023

San Marina — French shoe chain liquidated, 163 stores closed, 650 jobs lost

San Marina was placed in judicial liquidation in February 2023 — 163 stores closed, 650 employees lost their jobs, no buyer found

San Marina · 2023-02-20

What happened

San Marina was a French shoe retail chain founded in 1968 in Marseille, specialising in women's footwear at affordable prices. The brand grew steadily over five decades to become one of the most recognisable shoe retailers on French high streets, with a strong presence in shopping centres and town centres across the country. At its peak, San Marina operated over 200 stores and was a staple of French footwear retail, known for accessible fashion shoes targeting women aged 25–55.

By the 2010s, San Marina faced mounting pressure from changing consumer habits, the rise of online shoe retailers like Zalando and Sarenza, and the structural decline of footfall in French shopping centres. The COVID-19 pandemic accelerated these trends, causing significant revenue losses. The company entered receivership (redressement judiciaire) in September 2022, hoping to find a buyer. A six-month observation period was granted, but no viable takeover offer emerged.

On 20 February 2023, the Marseille Commercial Court placed San Marina in judicial liquidation. All 163 stores in France closed permanently, and approximately 650 employees lost their jobs. No buyer was found for the chain, despite efforts to attract interest. The liquidation marked the end of a 55-year-old French retail institution and was one of the largest shoe retail failures in France in recent years.

Why it happened

  • Online shoe retailers eroded San Marina's high-street footfall — the category moved online faster than most apparel, and San Marina had no digital presence
  • Footfall in French shopping centres declined structurally after COVID, and San Marina was concentrated there — when traffic fell, it fell hardest in the malls where the chain operated
  • No buyer emerged during the six-month receivership period — the 163-store network was deemed unviable by every potential acquirer, confirming the physical footprint had negative value
  • San Marina had no brand equity or exclusive product — it sold mid-market shoes that customers could easily find elsewhere, leaving it with no moat against online or discount competitors
What it cost163 stores closed, 650 jobs lostcostly

The lesson

A mid-market shoe chain with no online channel and no brand differentiation cannot survive the structural shift to e-commerce — when the footfall disappears, there is nothing left to rescue.

Aftermath

San Marina entered receivership in September 2022, with the Marseille Commercial Court granting a six-month observation period to seek a buyer. No viable takeover offer was submitted by the 7 February 2023 deadline. On 20 February 2023, the court ordered judicial liquidation. All 163 stores in France closed permanently, and approximately 650 employees lost their jobs. The chain's 55-year history ended with no buyer for the brand or stores, making it one of the largest French footwear retail failures of the post-pandemic period.

Sources

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