Wibra’s decision to establish itself in France confirms the appetite of Dutch brands (Zeeman, Hema, etc.) for the French market, where non-food discounters display insolent dynamism.
With 220 stores in the Netherlands and 52 in Belgium, Wibra ended its 2022 financial year with a turnover of 171 million euros (+ 32% compared to the previous one). It is the Belgian subsidiary of Wibra which is in the process of arriving in France. In difficulty after Covid-19, it had escaped bankruptcy and managed to revive itself.
Claudine Nachtergaele, director of Wibra Belgium, explains “look for a first location in the Lille metropolis, in a small commercial area”. The opening of this store, with a surface area of 400 to 600 square meters, would be the first step. “We hope to open three or four stores in France in 2024.” Already, “to evaluate the French market”, Wibra has launched an online sales site for France. “There are differences between countries. For example, in the Netherlands, clothing represents 25% of sales, in Belgium it is only 15%. »
” Better quality “
The sale of clothing for the whole family is the main difference with Action’s commercial offering (nearly 800 stores in France). For the rest, we find at Wibra what makes its competitor successful: tableware, kitchen utensils, decorative objects, gardening items, cleaning and hygiene products, stationery, toys… no food, except biscuits and confectionery, as well as a few tools but with a more limited offer.
Sold at low cost, Wibra textile items are “purchased mainly in Asia”, specifies Mme Nachtergaele. “They are of better quality than what you find elsewhere at the same price”, assures Bertrand Ladriere, a regular customer. This is confirmed by several customers met at Wibra in Estaimpuis (Belgium), where there are many French people on weekends. “Nothing to do with the t-shirt that you wash five times and which is good to throw away. » With his wife Emilie, they mainly stock up on children’s clothing and cleaning products, notably from the Italian Dasty range, extremely popular with customers, and for which Wibra has exclusive distribution rights in the Netherlands and Belgium. .
The brand, which renews its products very regularly, uses this as an argument to build customer loyalty, and ensures that it is complementary with Action. A few months before its first announced establishment, Wibra shows its conviction that the non-food discount market is still not saturated.