The Primaprix brand will soon set up in France. Coming from Spain, it offers major brands sold in supermarkets at reduced prices.
Nestlé cakes, Coca-Cola, Nivea cream, Colgate toothpaste or Ariel washing powder at unbeatable prices. These are some of the star 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 – community of Madrid, Castile and Leon or Basque Country mainly – Primaprix has decided to cross the Pyrenees. It will soon set up in France, according to an indiscretion of 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, refrigerated drinks, beauty/hygiene, cosmetics or drugstore. How does it feed its rays? Inventory is purchased from major brands as a result of overstocks, labeling or language issues, or canceled orders. “We love brands, we love prices. Treat yourself, you deserve it”, explains the brand on its website. To find these good deals, says the Spanish site Global Consumer, Primaprix has a team of buyers who travel across Europe in search of bargains. The biggest discounts are displayed on hygiene products.
This week in Spain, Primaprix offers, for example, the 375 ml Nivea moisturizing cream at €4.50, the Colgate herbal toothpaste at €1.25, the Dove women’s deodorant roll-on pomegranate and lemon at €1.75, the can of Redbull 250 ml at €1.15 or Finish all-in-1 dishwasher capsules in 63 capsules at €8.50.
A competitive niche in France
Primaprix will establish itself on a market that has been popular in France for several years but has become very competitive. The Foire’Fouille, Gifi and Centrakor discount stores have been shaken up by the arrival in France of the Dutch Action, which also sells major brands. Established in France in 2012, it has more than 500 stores. In a fairly similar register, there is the Dutch Hema, the Danish Normal or the British B&M which 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 succeed in duplicating her success in France? It has just recruited a new commercial director to take on France.