The French discount market is on the verge of a major upheaval with the arrival of a formidable competitor. A chain is gradually establishing itself in France, threatening the dominant position of a well-established player as Action. But also Lidl, Normal, Aldi, etc. Offering items at very low prices, what brand is it?
A new competitor to Action in France?
Even if the pressure exerted on household spending seems to be easingshoppers aren't simply returning to their pre-cost-of-living spending habits.
Indeed, having learned and acquired intelligent purchasing tips, consumers have redefined their concept of value. Retail offers discounters, such as Action, Zeeman, Lidl or Aldi, to name but a few, are on the rise.
Action, for example, is a discount chain that began in 1993 in the Netherlands. It is also present in around ten European countries through more than two thousand points of sale. This year, Action announced record sales for the first half of 2024, up 20%, compared to the first half of 2023, 6.2 billion euros.
What are the reasons for this performance? The opening of nearly 200 stores in the first months of 2024 and ever-increasing numbers of customers. Indeed, Action now counts 2. 685 stores in 12 European countries, including more than 800 in France. And, every week, the Dutch brand has 17.3 million customers in its stores.
To read
This product from Action is urgently recalled throughout France, it is dangerous for health
The Dutch discount family is expanding in France
But do brands like Action have anything to worry about? Indeed, the question arises because the Dutch family of discount stores is expanding in France.
Wibra, another Dutch non-food discount brand opened its first store on French soil. This first in a long series is located in Lambersart, in the metropolis of Lille, not far from Belgium, where the group is already enjoying great success.
On October 23, Wibra inaugurated its first store in France. It is located at 292 Avenue de Dunkerque in Lambersart. Residents of the Lille region can now enjoy more than 500 m² of shopping pleasure at Wibra.
Even cheaper than Action or Lidl, Wibra’s offers are super competitive. The brand displays products mainly between 1 and 5 euros, ranging from everyday essentials to decorative items.
Wibra, a family business which was founded in 1956 by Johannes Wierdsma, today has a total network of 272 points of sale. Of which 52 in Belgium and 220 in the Netherlands, for a total turnover, in 2022, of 171 million euross, with annual growth of 32% and a profit of 6.5 million, compared to 1,200,000 euros in 2021.
Behind its unbeatable prices lies a supply in Asia and some European sources. “The value for money is very good and accessible to all budgets. Our concept offers various assortments. They aim to meet the daily needs of our customers. We're here for both budget shoppers and bargain hunters. »explains Claudine Nachtergaele, director of Wibra Belgium.
To read
Cheaper than IKEA and better than Action and Lidl, this discounter is coming and opening many stores
Wibra en ligne
Furthermore, before opening its first physical store in France, Wibra had already reached a first milestone in France. Indeed, the brand launched its e-commerce site, accessible to French customers. However, online sales require a minimum purchase of 35 euros, not including shipping costs.
Several stores in 2025
What sets Wibra apart from its competitors is a significant textile space. In fact, it occupies almost a third of the sales area. And food is, on the other hand, completely absent. So, for now, Action and Lidl have nothing to worry about!
This cross-border establishment motivated Wibra to embark on the adventure in France, thanks to its proximity to Belgium. Claudine Nachtergaele, director of Wibra Belgium, explained at the beginning of the year to Figaro that this first store in Lille aims to “feel the French market”. And yet “make adjustments if necessary”.
And to specify the ambitions of the channel : “We hope to open several stores in 2025. Then disembark in Paris in case of positive reactions.”
Related News :