Non-food discounter Wibra is continuing its expansion in France, opening a second French store right on the border with Belgium. However, the retailer says it does not want to rush its further expansion.
Trial and error
After a successful start last year in Lambersart (near Lille), Wibra is opening a second French store on Wednesday 14 May. The retailer chose a location near a large Match supermarket in Halluin, hoping to lure in shoppers who want to combine both for their weekly shopping. With a store right on the border, the chain also hopes for a fair share of border trade from Belgian consumers.
“We are building a stable and well-considered presence in France”, director Claudine Nachtergaele of Wibra Belgium and France said. “In Lambersart, we gained valuable insights that we are now taking with us to Halluin. By testing different locations, we gain a clearer view of where our formula is best suited and how we can best serve the local market.”
Sustainable growth
The new 500 sqm store is designed to match the preferences of the French customer, but the store layout is deliberately different from that in Lambersart, to see what works best for the local market. Customers are guided through different product worlds via a clear walking direction.
“We are convinced that Halluin will strengthen both our Belgian border stores and the store in Lambersart”, CEO Bas Duijsens added. “Our ambition is not to expand quickly, but to grow sustainably. We are introducing new formats step by step, evaluating what works and optimising where necessary.”
