Spain invites itself to France. On November 9, 2022, the Spanish supermarket chain Primaprix arrived in France and its first store opened its doors in the commercial area of Pontault-Combault in Seine-et-Marne. Since then, the brand has opened a second point of sale in Seine-Saint-Denis, in Montreuil and two others should also be inaugurated in Asnières-sur-Seine (Hauts-de-Seine) and Meaux (Seine-et-Marne) before the end of the year.
The concept, to offer branded products at a lower cost. By landing on French soil, Primaprix is entering the already very competitive hard-discount market. Lidl, Aldi or Action or Normal, in all regions, chains of this type are setting up to meet an ever bigger.
According to the comments provided by Primaprix Pontault-Combault, the store is an “outlet supermarket with exceptional discounts of up to 70% on major brands. We continually offer offers in food, beauty, perfumery, hygiene, bazaar and drugstore. opportunities on brands at low prices”.
Thus, when entering the Seine-et-Marne store, customers find themselves following a route and navigating between the various departments of the supermarket, presenting no less than 2,500 different products, often from major brands.
According to the retail specialist Olivier Dauvers, prices are positioned around 5% below the French average, but these are much more attractive for certain branded products.
How does the brand manage to offer such low prices? It gets supplies directly from manufacturers and buys back overstocks by taking back unsold items. Does this brand represent a direct threat to hard-discount giants such as Lidl, which are already well established in the country?
Discover in our photo report, what Primaprix offers in comparison to Lidl or Aldi.