The appetite of the French for discount arouses the greed of foreign distributors.
Since 2012, the Dutch Action has been deploying its network at high speed. It now has more than 650 stores in France and last year rose to third place among the favorite brands of the French, behind Leroy Merlin and Decathlon, according to the ranking EY-Parthenon.
Leaving later, the British B&M also has great ambitions on this side of the Channel.
Customers mainly come here to enjoy themselves by buying low-cost decorative products, which he designs and has manufactured mainly in Asia.
This category represents more than half of its French turnover.
The brand also sells furniture, linens, clothing and toys.
Its price positioning is the same as Action, which mainly sells small objects, hygiene and maintenance products and food.
But, because of its wider offer, the average basket of B&M customers is…
This article is for subscribers only.
You have 72% left to discover.
Cultivating your freedom is cultivating your curiosity.
Keep reading your article for €0.99 for the first month
I ENJOY IT
Already subscribed?
Login