Primaprix: the 5 departments of the new discounter arriving in France

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A new discount leader soon to conquer France. While this market is now very competitive in France and has been experiencing a breakthrough for a few years now, the Spanish brand Primaprix will soon open a store in France.

“Outlet supermarket with exceptional discounts of up to 70% on major brands” is defined by Primaprix. Nestlé, Coca-Cola, Nivea… Many iconic brands will be available in this new supermarket with a promise: prices 30% below the market average, specifies La Dépêche.

Founded in 2014, Primaprix has managed to convince Spanish consumers since it now has more than 150 stores across the country. Far from the giants of hard-discount food like Lidl or Leader Price, this brand will be more in competition with brands already well established on the French market such as Action, Hema or Normal.

Based on both a model of destocking and preservation of brand image, Primaprix seeks above all to target “the customer who likes brands but… not really their usual price”, explains the consumer specialist. Olivier Dauvers on his blog. “We love brands, we love prices. Treat yourself, you deserve it” specifies the brand on its website.

For the time being, this new store should open its doors in the city of Pontault-Combault, in Seine-et-Marne, on November 10, 2022. With its multiple departments, the store will offer a wide choice of products. Discover the 5 departments of this new brand and what you can find there in our slideshow.