A new Dutch discount brand will compete with Action on French soil.
Wibra should establish itself this year in the north of France.
The discount non-food store has 267 stores in the Netherlands and Belgium.
Its first French brand should be installed in Roubaix, according to consumer specialist Olivier Dauvers.
#LEFILCONSO As announced a few weeks ago, the Dutch Wibra (discount bazaar, like Action) is arriving in France.
First step: opening a merchant site for home delivery.
The following ?
A first store in Roubaix.
Read in VIGIE GRANDE CONSO!
pic.twitter.com/Unqw5pMy2Z
— Olivier Dauvers (@Dauvers70) January 18, 2024
Wibra's range includes clothing, household linen, household and hygiene products, stationery, kitchen utensils, DIY or knitwear and accessories for young children.
Interviewed by BFMTV, Claudine Nachtergaele, responsible for the deployment of Wibra in France, the first store will open its doors in June.
The Dutch brand wants to “start with three or four stores” this year in the north of France.
Already an online store
Residents of Hauts-de-France have already been able to cross the border to wander around Wibra.
The distributor's online store is already available in French for home deliveries.
It is nevertheless necessary to order for a minimum of 35 euros on the website of the Dutch brand, which notably highlights its range of Dasty items, an Italian brand of cleaning products.
Read alsoDiscount: Action, the new darling of French consumers
If the coronavirus had weakened the brand, which had filed for bankruptcy in October 2020 according to Le Soir, it has recovered.
To the point of planning to reach 300 stores by 2025. This movement towards France in any case confirms the attraction of Dutch brands for the French market.
Zeeman and Hema stores are already present in France.
The discount sector seems to be doing well.
Action, La Foir'Fouille and Stokomani will soon have to deal with a new competitor.