A competitor of Action, Zeeman or Hema is attacking the French market. Wibra opened its first store in France at the end of October, explains The Voice of the North. It is located in Lambersart, near Lille (North). The concept is simple: offer low-cost products. There you can find decoration, household or hygiene products, some clothing, household linen, toys, stationery, etc.
What price?
“The value for money is very good and accessible to all budgets. Our concept offers various assortments that aim to meet the daily needs of our customers. We are there both for customers on a limited budget and for bargain hunters,” says Claudine Nachtergaele, director of Wibra Belgium in a press release published on the Wibra website.
Which customer?
To sell this cheap merchandise, Wibra relies on women who constitute its core target. It is this clientele “who manages the house and who likes to treat themselves at low prices”, affirmed to The Voice of the North Claudine Nachtergaele, director of Wibra Belgium. She spends on average 15 euros.
Why France?
Wibra already has 300 stores in Belgium and the Netherlands. “Analyzes show that there is an obvious market for the Wibra concept in France,” says the brand in a press release. Wibra opened its online store in French at the beginning of the year, note The Parisian. The group is not content with setting up in commercial areas but is now choosing addresses near city centers such as in Lambersart, analysis The Voice of the North.
A predicted success?
The first store opened in France of 500 m2 would attract 2,000 customers per day since its inauguration. Attractive discounts were offered for the start. The brand is even considering setting up in Roubaix and Tourcoing. “Logistical support from Belgium makes the start-up in the north of France both efficient and profitable,” underlines Wibra in its press release. As a reminder, the company even filed for bankruptcy in October 2020 after suffering from the Covid-19 pandemic.
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