With two stores open in the last 24 hours, the Spanish discounter is showing its ambitions.
A quiet arrival on a coveted market. The Spanish discounter Primaprix inaugurates its second French store this Thursday, in Montreuil in Seine-Saint-Denis. The first opened its doors no earlier than the day before, Wednesday, in Pontault-Combault in Seine-et-Marne. The two spaces look like two drops of water to competing stores set up in France in recent years by the German Action or the Danois Normal.
Like these brands, Primaprix sells consumer products at reduced prices. According to specialist in the distribution sector Olivier Dauvers, 2,500 references are offered to the barge in Pontault-Combault, half of which will settle permanently on the shelves. The expert estimates that the discount compared to traditional supermarkets is around 5%, “so no price breaker“, he notes. Some products still benefit from reductions of up to 50%.
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The French border is the first crossed by the Spanish group born in 2014 and which already has nearly 170 stores in its national market. Most of them are located in the city center. The strategy should be more or less the same in France, with precise marketing. “The target is clearly the customer who likes brands but not really their usual price“, deciphers Olivier Dauvers. On the brand side, Primaprix guarantees them confidentiality on offers with the guarantee that no advertising will be broadcast outside the walls of the store. “In other words, chic and non-cheap destocking (cheap, editor’s note) for consenting brandssums up Olivier Dauvers.
Primaprix’s short-term goal is to open four stores by the end of the year, with Asnières and Meaux in sight, still in the Paris region. Half of the road has already been crossed. Regarding the long term, the Spanish brand remains discreet for the moment.