Dutch discount brand Wibra will open its first French store in Lille in May or June. The brand has 220 stores in the Netherlands and around fifty in Belgium.
The company plans to open several points of sale in France in 2024. However, there will not be many employees, due to the brand's low-cost strategy. The French hard-discount market is not yet completely saturated, according to Olivier Dauvers, the mass distribution specialist at WibRA Belgium. He says that there is always room in certain shopping areas where no discount stores are yet present.