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French retail group Casino means business with its Franprix brand in Brussels, because it is planning for a second location, with several franchisees who have presented themselves.
Pilot location
The news broke during the brand’s first Belgian press conference. Jean-Paul Mochet, Casino’s proximity director, came to talk about business: the first store hit the mark, which was reason for the company to look for a second location only a month after the first store opened its doors. Several local entrepreneurs are also interested in a possible partnership.
The chain has chosen for a store on the Elsensesteenweg because of the many commuters and the competitiveness, with a Carrefour Express, Proxy Delhaize, Picard en Färm all close by. That was ideal for a pilot location and considering how Franprix is catered towards urban areas, it could very well turn up in other European capitals if the trial in Brussels is deemed a success.
Local consumption
The 300 sqm store opened its doors on 26 February and is a modern convenience store that taps into the current trends perfectly. However, it is not revolutionary, unlike several other proximity formulas in the Belgian market. There is a considerably large French community in Brusels, which may possibly be enticed by this French brand.
Franprix sells about 5,000 products in its store in Brussels, including private labels, organic products in bulk, French specialties and name brands provided by Lambrechts. The brand also wants people to consume items at the store itself, with coffee, fruit juice, a salad bar, pizza and quiche options all available.
The label has about 900 stores in France and currently opens another 50 a year. New is its Franprix Noé spin off, focused entirely on organic products. That one would also fit in perfectly in Brussels according to the director. The chain also hit the news with its very first 24/7 store in Paris, but there are no plans to mimic that in Brussels, where it currently operates on a 8 – 20h schedule.
