More and more businesses are struggling in Menton: we take stock of the difficulties encountered by the profession
Alice Rousselot ([email protected])Published on 05/23/2025 at 2:10 p.m., updated on 05/23/2025 at 2:10 p.m.
All economic players agree that practices have changed. Between the Internet and the search for good prices.Illustrative photo CD
When a business closes permanently, it's not uncommon for the gate to silently lower. A small sign that appeared nearly a month ago on the window of Jacadi, on rue Trenca, instead aimed to share a heartfelt cry. And to try to save what can (still) be saved. For others.
"Six years already, a page is turning. The doors are closing. Thank you for these wonderful years, but it wasn't enough. 2024 got the better of us, with increases everywhere, promotions galore, and a lack of traffic in Menton. Today, being a retailer isn't as simple as it used to be. It's an adventure that's as much financial as it is human, and unfortunately we don't emerge unscathed like previous generations," it read in beautiful handwriting. It was accompanied by an observation: "The Internet, Vinted, and so on are among the factors behind our closure."
This was followed by an apostrophe addressed to the people of Menton: "Take the time to go out, to go to the shops, put down your phones, push open the doors of the stores, prioritize human interaction, advice! It's you, it's us, the actors of our city for tomorrow." Signed J. Like Jacadi. Or like Julie. The manager doesn't hide it: she's devastated. After fifteen years in the business, this closure is painful. Especially when all efforts have been in vain. "There's too much competition. Today, the big brands go from promotion to promotion. They have different stores and can absorb if one of them is in difficulty. Not us," she explains. Recalling that a franchise pays for its stock. So the risk taken is not the same as for an affiliate.
But Julie is especially observing a change in mentality. Marked, in particular, by the search for the lowest price. "Sometimes, people take pictures and buy elsewhere..." Marked, also, by the unawareness that online shopping has an impact on the economic health of a region. "Everyone complains, saying there's no more this or that. But if when we're there, they don't come... I also sometimes buy online, but only when I know I won't find what I need in Menton."
Julie explains that she faced people's incomprehension. Especially during the two months of liquidation - very difficult. "Some felt like they were regulars but they only bought once a year. There were customers who came every month, of course, but they too lost purchasing power. Before, they bought an entire outfit, in the end they only took a pair of bottoms or a top," says the shopkeeper. Her second store, also for children - Les mômes & big - is also preparing to close. In this concept store with its very neat window display, the Menton native wanted to offer something different. But again, it wasn't enough. "Multi-brand isn't easy either. We're no match for the big toy retailers: for Christmas, you can't just tick off everything you want in a catalog... " A wooden toy supplier, who was in the store at the time of the conversation, agreed. For him, works councils have a role to play. "Most of the time, they make lists for large groups. But why don't they turn to small businesses? We can make things meaningful by all making an effort."
Such difficulties are not unique to Menton, confirms Marc Jasset, elected to the Chamber of Commerce and Industry."The Internet is increasingly a handicap for retailers. It's getting crazy. For those who work with small brands, a dress bought in-store for 25 euros from the supplier can cost 7 on an online sales site. They're cutting out the middlemen. It's logical for consumers to look for less, but it's creating increasingly delicate situations," he sighs. Even when a professional does everything they can to modernize, even when they strive to use new technologies, obstacles remain. "Before, retailers stood out with service. But new consumers don't care..." In his eyes, the only solution would be to increase the purchasing power of the French. To finally stop having to count everything.
"A few years ago, the solution was franchising. It took the risk off the franchisee. And allowed them, for example, to order only three copies of an item. But now, many of them are closing, like Camaïeu ," notes Marc Jasset. Adding: "Franchises themselves have websites today. Except that they are rare to give back a commission when delivery is made to the store..."
Laure Ippolito, president of the Menton Sourire retailers' association, also notes that purchases are down. "After Covid, people spent a lot. This year, it's gone back down. Maybe the internet is to blame. But it's mainly that everything has increased." For consumers, as for retailers. Rising fixed costs, rising rents, rising goodwill...
"When beautiful shops close, it's a loss for the town. It affects its attractiveness, " she laments. " The issue of parking was discussed a lot at our AGM, but for me, that's not the problem. Free parking no longer exists. And if there is, we see that there's no more turnover, and that's also annoying. We need to ask the right questions." Laure Ippolito sees two problems in Menton: the lack of variety. And the scattering. "We need choice, attractive stores. But the big brands want a large area and a minimum of 80,000 residents," she says regarding the first point.
"The development of the ports, of Les Sablettes, was an old idea. But it was done at the expense of other areas. The commercial area is too big for a small town," she comments for the second. Calling for everything to be refocused. And for the renovation of the pedestrian area. Because, according to her, there is no shortage of assets to revive commerce. "In the South, we like to stroll. It encourages shopping. And the Internet won't replace that."
When a business closes, it's rare that the premises fail to find a buyer.Photo by Jean-François Ottonello.
From the perspective of the Initiative Menton Riviera platform—which supports business creators throughout the CARF—the situation has certainly become more complicated since Covid, but not to the point of concern. President Evelyne Cervini points to the emergence of new businesses as proof of this. This includes, among other things, a very positive performance in 2023.
"We're being asked to do more administrative work—especially for the European Social Fund (ESF)," she observes. "My feeling is that since Covid, people are more likely to open a business and close it quickly. Before, it was easier to grant loans through an approval committee. Now, we're more careful. But there are still just as many applications. Many people want to settle in Menton."
Among the challenges identified is, of course, the need to repay aid paid during Covid. "Some people had already depleted their cash flow by the time they had to repay it." There's also the internet, which took over after the lockdown pushed consumers to order from the comfort of their own homes. Evelyne Cervini remains optimistic, however: "If someone closes, a business reopens immediately. Few premises are empty in Menton; there are even people looking and can't find anything."
To best support entrepreneurs, IMR focuses on events. In 2024, 51 events were organized. These included training sessions on articles of association, management, websites, and more, as well as "speed meetings" to foster networking.
Are you experiencing difficulties with your business? The Nice Chamber of Commerce and Industry can help.EO Archive.
Within the Nice Chamber of Commerce and Industry, the difficulties encountered by businesses are not taken lightly. A dedicated unit has been set up to help them find solutions. With one key word: anticipate, rather than wait for disaster. Formerly a business leader for more than ten years, Maxence de Lavenère has been the advisor responsible for such support since July 2024.
"When difficulties are identified, the sales department sends me information. We then make an initial assessment to identify the problems. Then we try to implement management tools to follow the company's strategy," he says. He points out that the challenge is to establish a plan to change the curve. Cash flow monitoring, help in establishing internal regulations, improving working conditions, support for alternative financing, assistance with tax and social security administrations... There are many levers. "I can also direct people to Apesa: the psychological support system for entrepreneurs," the advisor says. He is generally concerned with "giving managers the keys to finding solutions."
This support often comes through the "My Business Project - Rebound" program, funded by the Region. "This allows for year-long monitoring, with at least one appointment per month. We often talk about the isolation of managers; it's a reality. Having the opportunity to discuss is therefore important."
A current cash flow problem
The main problem facing the retail sector today? It boils down to one word, according to Maxence de Lavenère. Cash flow. "The repayment of the PGE (State-guaranteed loan) isn't the only reason. A large part of it is linked to inflation. Companies had comfortable margins, which have deteriorated. And the economic crisis hasn't helped. At the end of the year, there's less left to repay."
The advisor points out that, quite logically, large groups are doing better. This is because they have larger financial resources and more flexibility to vary the various ratios. "If they reduce their payroll by 1%, that immediately represents several million euros. This allows them to regain cash flow. For a small business, if its turnover drops by 10% over the month, it's catastrophic. Because that's often what allowed them to survive. The myth of the shopkeeper with his wad of cash is over. Countless numbers of them survive. They are immediately impacted by a drop in consumption."
The times are pushing us to constantly reinvent ourselves. To constantly release new products to satisfy customers with changing tastes. "Traditional retailers are suffering from this," the advisor acknowledges.
Keen to remind everyone of one thing: "When an entrepreneur is in difficulty, we can make things happen, but only if they ask us beforehand. You shouldn't wait until you're in the hole. The indicator is really cash flow."
This is the number of businesses that Menton had in 2024 according to the field survey carried out by the CCI. A figure dominated by food (111), followed by personal equipment (56) and cars and motorcycles (52). According to this same document, commerce represents 1,524 private salaried jobs in the city.
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