Wibra, a Dutch non-food discount chain, plans to open several stores in the north of France this year. As reported The ParisianMonday January 29, 2024, the brand intends to intensify competition with brands such as Action, Hema or Zeeman, already established on French soil. Having already conquered the Dutch and Belgian markets with 267 stores, Wibra has chosen Roubaix as the location for its first French brand, according to consumer specialist Olivier Dauvers. The opening is planned for June 2024, with the intention of “start with three or four stores” in the north of France this year, said Claudine Nachtergaele, responsible for the deployment of Wibra in France, on BFMTV. Wibra’s diverse range includes including clothing, household linen, household products, kitchen utensils and DIY items, as well as accessories for little ones.
Online orders already available
Although the brand faced financial difficulties in 2020 due to the Covid-19 crisis, it overcame these obstacles and is now aiming for 300 stores by 2025. This expansion in France highlights the development of Dutch brands on the hexagonal market. According to Claudine Nachtergaele, deployment manager, Wibra initially wants “feel” the French market before continuing its expansion. The inhabitants of Hauts-de-France have, moreover, already had a taste of its products traveling to Belgium. The online store, already accessible in French, offers a variety of items, including the Italian brand of cleaning products Dasty. However, home deliveries require a minimum order of 35 euros. This initiative is part of a context where discount brands, bazaars and clearance sales are thriving in France, with players such as Action, La Foir’Fouille and Stokomani in the lead. Despite the challenges posed by the pandemic, the sector appears to be booming. As Wibra prepares to enter the French market, competition in the discount sector promises to be more intense than ever.