Published on 15/11/2024 20:32
Reading time: 1min – video: 2min
End clap for Gifi? The low-cost decoration and furniture brand faces tough competition
End clap for Gifi? The low-cost decoration and furniture brand faces tough competition
(France 2)
The 630 Gifi stores are threatened. The cut-price decoration and furniture brand is experiencing great difficulties in the face of competition from brands like Action or Stokomani.
Gifi, the former king of discounters in France, is now in the red. The brand specializing in decoration is looking for new financing to preserve the activity. But customers are fatalistic about its future: “There are so many opening up, between Action, BM… There is competition, I’m not surprised”reacts a woman interviewed at the entrance to a store.
Gifi is not the only brand in the sector in turmoil. Casa, which specializes in furniture, is also under threat. More than 150 of its stores could disappear. At the start of the year, the Habitat brand stores were liquidated. The competition is tough: clearance sellers now also offer to redecorate your interior. Action, Stokomani, or even the historic La Foir'Fouille are positioned on this market. Gifi is now waiting for takeover offers, it has more than 630 stores in France.
Watch the full report in the video above.
