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Wibra is gauging its potential in the large French market with a first store near Lille. The retailer believes in its distinctive concept and feels emboldened by its success in French-speaking Belgium, but keeps its cool for now: “At first, we will run some tests.”
Only logical
Quite a few interested people turned up on Wednesday morning, for the very first French store opening for Wibra. It took a while for them to get to the checkouts: the shoppers took their time to explore the range first. After all, Wibra is completely unknown to them.
The Dutch retailer is very confident because of the chain’s success in the French-speaking part of Belgium, and calls the expansion into France a logical next step. Analysis shows that there is a clear market for the Wibra concept in France. Moreover, logistics can be done from Belgium, making the launch in northern France efficient and cost-effective.
The French store is virtually identical to its Belgian and Dutch counterparts in terms of layout and range. Minor differences in the range are due to different legislation. Some well-known brands are missing: there are no Haribo sweets or Coca-Cola soft drinks on the shelves here.
For bargain hunters
“We want to be distinctive by presenting a clear and simple concept that should make the choice easy for whoever manages the family finances. The value for money is very correct and, above all, it is accessible to everyone’s budget. Our concept includes various ranges aimed at helping customers meet their daily needs. We are there for both the budget customer and the bargain hunter”, country manager Claudine Nachtergaele explains.
For its first French store, Wibra found a spacious building in Lambersart with a wide facade and a retail floor area of 540 sqm. It is located in a highly visible location in a neighbourhood with a lot of retailers: Action, Zeeman and supermarkets Carrefour City, Match, Aldi and Lidl are also nearby. However, it was not an easy search for a suitable location: there is a lot of vacancy in the region, but premises of the size Wibra is looking for are scarce even here.
Test first
The retailer hopes to complete deals for two additional French shops before the year is over, aiming to open both early next year. Preferably, the stores will be in different types of locations, such as one near a major road and another in a shopping centre. CEO Bas Duijsens tries to manage ambitions: “We will first test what works here and what does not, and then make adjustments accordingly.”
After the Belgian relaunch and buyout by three executives in 2022, Wibra feels strong enough for this new challenge. The discounter, which had another record year, has the means to invest. Duijsens still sees a lot of growth potential, not only in France, but also in the Netherlands and Belgium. “In the Netherlands, Zeeman already has about 450 shops, we have 240. In Belgium, we only have sixty: we will continue to open plenty of shops here.”
In December, Wibra will open in a prime location: the discounter managed to get its hands on the former Bristol premises in Shopping Stadsfeestzaal on Antwerp’s Meir – almost next to RetailDetail’s headquarters.
