The Dutch discount brand Wibra is finally arriving in France! Present among our neighbors in Belgium, the brand has decided to start in France with an online sales platform then a first store in the north of the country. We tell you everything!
Attention bargain seekers! A new discount brand is arriving in France. After Action, Hema and finally Zeeman, it is the turn of a Dutch discounter Wibra to launch an attack on the French market. If the brand intends to overshadow its competitors, it is because it offers a wide range of non-food products at low prices, including textiles (clothing or household linen), hygiene products, stationery, kitchen, decoration, but also children’s products such as toys. It distributes in particular the Italian brand of household products, Dasty.
If the brand has nearly 267 stores between the Netherlands and Belgium, it is continuing its deployment strategy by targeting the north of France to begin with then the rest of the country by 2024. “We want to start with three or four stores this year in the north of France to “feel” the market and give us time to make adjustments if necessary.», explains the manager responsible for the deployment of Wibra in France, Claudine Nachtergaele.
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An online platform already available
If France is a “logical step» implementation in Wibra’s strategy since the entire range is already available in French due to its distribution in Brussels, the brand has already opened an online platform accessible to French consumers with an assortment limited and a minimum order of 35 euros. A digital step followed by a physical step since, according to consumer specialist Olivier Dauvers, the Wibra brand should open next June in Roubaix.
Action, La Foir’Fouille, B&M and other discounters had better watch out with the arrival of this new stockist on the French market which seems to be doing well in this sector.
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