The Primaprix brand will soon establish itself in France. It comes from Spain and offers major brands sold in supermarkets at discounted prices.
Nestlé cakes, Coca-Cola, Nivea cream, Colgate toothpaste or Ariel washing powder at unbeatable prices. These are some of the top products that have made Primaprix successful in Spain. With a promise: prices 30% below the average market price.
Founded in 2014 in Spain with today more than 150 stores – mainly in the municipality of Madrid, Castile and Leon or the Basque Country – Primaprix has decided to cross the Pyrenees. It will soon settle in France, according to an indiscretion from retail specialist Olivier Dauvers. The first store will open before the end of this year.
“We like brands, we like prices”
The main departments of Primaprix: dry food, chilled drinks, beauty/hygiene, cosmetics or drugstore. How does it nourish its rays? Stock is sourced from major brands due to overstocks, labeling or language issues, or canceled orders. “We love brands, we love awards. Treat yourself, you deserve it,” explains the brand on her website. To find these good deals, the Spanish site says Worldwide consumer, Primaprix has a team of buyers who travel across Europe in search of bargains. The largest discounts are displayed on hygiene products.
For example, this week in Spain Primaprix is offering the 375 ml Nivea moisturizing cream for € 4.50, the Colgate herbal toothpaste for € 1.25, the Dove ladies deodorant roll-on pomegranate and lemon for € 1.75, the can of Redbull 250 ml for €1.15 or Finish all-in-1 dishwasher capsules in 63 capsules for €8.50.
A competitive niche in France
Primaprix will establish itself in a market that has been popular in France for several years but has become very competitive. The discount stores Foire’Fouille, Gifi and Centrakor were shocked by the arrival in France of the Dutch Action, which also sells major brands. It was founded in France in 2012 and has more than 500 stores. In a fairly comparable register, there is the Dutch Hema, the Danish Normal or the British B&M that bought the former Babou stores to develop in France.
Primaprix has made a name for itself in Spain in less than ten years. Will she be able to duplicate her success in France? It has just hired a new commercial director to take on France.