The Covid years and competition from Action stores got the better of Gifi. The bazaar brand has no less than 600 stores in France, and around a hundred abroad. And, after 45 years at the head of Gifi, its founder and owner could well hand over the reins. At the beginning of November, the Lazard bank was mandated to find a buyer. Among those cited to try to save the 6,500 employees, we find the name of Moez-Alexandre Zouari, the owner of Maxi Bazar and Stokomani.
But, buyer or not, the customers of the famous brand do not really seem determined to save it. “Gifi has become much too expensive. It was attractive 5 years ago, but not anymore”launches a client on TikTok. And therein lies the problem, according to the majority of Internet users.
“I prefer Action, Gifi is overpriced”
“Gifi, specialist in low prices?” Internet users are far from agreeing with this idea. “It’s become way too expensive for what it is! It’s the same quality as B&M or Action, but doubling the prices. No wonder it’s closing”assures a customer on TikTok. And our colleagues from TF1 wanted to verify this. In the tableware section, more than 3 euros difference between two sets of first-price glasses. In the Christmas decorations section, a few days ago, we already noticed this. After purchasing lots of balls and garlands from a competing brand, the prices seemed ridiculous for the quality of the products.
“That’s it, selling shit…”breathes an Internet user on TikTok. “We are not pigeons”adds another. “I wonder how Gifi still stands, no one goes there anymore.” Indeed, in recent years, the discount brand has seen its turnover decline, then stagnate, without ever increasing too much since the Covid-19 crisis. “They failed to get up to speed”confides a former client. “I haven’t been going there for years because it’s too expensive”, “The prices are outrageous”, “I prefer Action, Gifi is overpriced”… And some even go a little further: “Rotten brand that deserves to go under.”
The employees, on the other hand, asked for nothing. “I am a former employee of Gifi and frankly I am thinking of all the staff. I hope that there will not be too much damage and that they will find a buyer”writes a user on TikTok. “I hope they have some genius ideas for reclassifying employees”throws another at X.
