Monoprix counts on distinctive food offering in first Belgian store

On Thursday morning, Monoprix will open its first Belgian store in Waterloo. It will be a test store to test the waters before additional store openings, including stores under the Monop’ and Monoprix Maison brands.  

Local franchise partner

Belgium becomes only the fourth European country where the chain operates: so far, the retailer only has a presence in France (with 550 shops), Luxembourg and Switzerland. However, the company does have 138 foreign outlets in 17 countries through local franchise partners.

In Belgium, the retailer chose Transversale as a franchisee: the little-known company owned by the Schockaert family is now mainly active in the import and export of textiles and shoes, but contacted Monoprix three years ago because it wanted to diversify into the food sector. On 31 December 2022, they signed an exclusive franchise contract.

Monoprix expects to make a difference on the highly competitive Belgian market with a “human-sized hypermarket”, with a premium offer under private labels. “We stand out the most in the food offering, especially with the Monoprix brand. We offer a mainstream, premium as well as gourmet range”, international director Vincent Peyronnet told Belgian newspaper L’Echo. In terms of price, Monoprix says it is “well positioned” compared to Carrefour or Delhaize.

High brand awareness

It may come as a surprise that Monoprix is stepping up its foreign expansion at a time when its parent company Casino is going through a major restructuring. Recently, the French retailer had to sell nearly 300 locations to its competitors Auchan, Intermarché and Carrefour to ease its debt burden.

“The Casino group’s difficulties are not an obstacle to the growth of our brand, which benefits from high brand awareness. We plan to open around fifteen new shops internationally this year“, Peyronnet stated. Casino is investing 700 million euros in the chain in the coming years, which plans to open eighty additional franchised shops by 2028 to reach a turnover of 6.2 billion euros – today it is 5 billion.

A few years ago, the group also trialled proximity store formula Franprix in Belgium. The test never got beyond two Brussels shops.