Long confined to the outskirts, discount brands are now setting up in the heart of Lille – among the shops and restaurants of the pedestrian streets. To the great regret of small traders…
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“C’est deux euros” is the latest store to have set up between the station and the Grand-Place. This French brand has just inaugurated its 46th store. Nicolas Hollande, Network Manager of the company, browses the shelves: “A small shower hose… And all the necessary accessories for your bathroom. We have around 1300 references in the store.”
Here, all products without exception are sold at the same price. It is these attractive prices that attract customers. In the city too, purchasing power is the priority. “Life is expensive, we can no longer afford to buy anything… So prices like that, especially in Lille, are good for us”, explains a customer in her fifties.
The group did not wish to communicate the rent paid for this 180 square meter surface area in the very center of the capital of Flanders. In total, three people have already been hired. With an average basket of six euros per customer, the brand ensures that it is there: “We are lucky today to be able to continue to develop the brand”, says the manager. “The idea is really to find the right premises, in the right location, at the right rent! It’s common sense.”
The idea is really to find the right premises, in the right location, at the right rent! It’s common sense.
Nicolas HollandeNetwork Manager of “It’s two euros”
Established on the outskirts and in commercial areas, discounters are betting on the city center. At least six different brands have set up in Lille since this summer. A massive arrival which questions local residents.
“It’s nicer when the center has more charm, more specific shops, more quality products”, judges a young woman in her twenties at the corner of rue de Béthune.
Another woman is sad to see these stores flourishing, to the detriment of small traders: “I am a former restaurateur and I can tell you that the rents are too high. I left Lille because of that!”
These are large cells, not very suitable for independent traders. And with fairly high rents.
Romuald CatoirePresident of the Lille Commerce Federation
Because only large groups can today afford these prime locations in previously empty commercial premises. “These are large cells, which are not very suitable for independent traders,” explains Romuald Catoire, President of the Lille Commerce Federation. “And above all, these are cells with fairly high rents which go hand in hand with the turnover and footfall that these shops generate.”
“Normal”, the Danish brand, is an example. In this store, the prices of hygiene or cleaning products are on average 30% cheaper. Every day, several hundred customers check out in the two stores in the center of Lille inaugurated in quick succession.
The group, which is currently opening a store in France every week, does not intend to stop there. “Normal wants to establish itself everywhere in France. And in cities like Lille, we can estimate that we can have 15 or 20 stores,” believes Sébastien Chirouze Director France of “Normal”. “Today, we have five or six stores close to Lille. Around ten in the Lille area. And there’s a lot more room for us than we currently occupy.”
The group denies taking the place of independent traders. The first people concerned see red.
If we only want formatted cities, which are similar to each other… Why will people come to Lille rather than elsewhere? Do we want everything to disappear?
Hélène NatierPresident of the Independent Commerce Federation of the Lille Metropolis
“It’s not the iron pot against the earthen pot, it’s the steamroller! What will become of the city? It’s not just traders who should react, it’s everyone…”breathes Hélène Natier, President of the Independent Commerce Federation of the Lille Metropolis. “If we only want formatted cities, which are similar to each other… Why will people come to Lille rather than elsewhere? Do we want everything to disappear? That’s the question we need to ask ourselves.”
Contacted, the municipality did not respond to our requests. One thing is certain: discounting appeals to consumers. According to a study by the specialized site LSA and Havas Commerce, 82% of French people say they frequent such brands.
With Martin Vanlaton
