Action and Lidl will have to face a new competitor with this hard discount brand which is starting to establish itself in France. Offering items at very low prices, it plans to open several stores in 2025.
Faced with rising prices, discounters are gradually extending their reach in France, constantly attracting new customers looking for good deals, while their wallets are under heavy strain. Lidl, Action and company have never been so popular! It is not for nothing that Action was elected the favorite brand of the French in 2024 – it also celebrated its eleventh anniversary in France where it has more than 700 stores – with its dense product offering ( DIY, home, decoration, multimedia, hygiene and beauty, toys, etc.) and its very low prices! But she should have competition…
Indeed, the Dutch brand Wibra is also determined to conquer France! Created in 1956 in the Netherlands, it has 220 stores spread across the Netherlands and 50 in Belgium. A solid foothold and a cross-border positioning which motivated the brand to launch in France, in particular thanks to its proximity to Belgium. It opened its first store in France on October 23 in the metropolis of Lille, at 292 avenue de Dunkerque in Lambersart.
Its slogan: “You’re doing this well.”. An incentive to buy at very reduced prices, mostly ranging from €1 to €5. In the online catalog, we find small household appliances for around €20, toys and Christmas decorations for less than €5, as well as underwear, baby clothes, household items, etc.
“We want to distinguish ourselves by offering a clear and simple concept, which makes the choice easier for the household manager. The price-quality ratio is very correct and accessible to all budgets. Our concept offers various assortments which aim to meet daily needs of our customers, we are here for both customers on a budget and for bargain hunters. explains Claudine Nachtergaele, the national director of Belgium. Behind these attractive prices, a strategic supply in Asia, supplemented by European sources.
At the start of the year, she confided that she wanted, with this Lille store, “feel the French market” And “make adjustments if necessary”. The 500 m2 store opened in the north of France has reportedly attracted 2,000 customers per day since its inauguration. Attractive discounts were offered for the start. The brand is now considering setting up in Roubaix and Tourcoing. If all goes well, the brand hopes to open several stores in 2025, including in the heart of Paris. In the meantime, it is still possible to visit the website.