Wibra arrives in France: what is this Dutch discount brand that wants to eclipse Action?

The new Dutch discount brand will compete with Action on French soil. Wibra should establish itself in the north of France this year. The discount non-food retailer has 267 stores in the Netherlands and Belgium. According to consumer goods specialist Olivier Douwers, its first French brand is to appear in Roubaix.

Wibra’s assortment includes clothing, household linen, household and hygiene products, stationery, kitchen utensils, household goods or knitwear, as well as accessories for small children. In an interview with BFMTV, Claudine Nachtergaele, responsible for the implementation of Wibra in France, said that the first store will open in June. This year, the Dutch brand wants to “start with three or four stores” in the north of France.

Already an online store

Residents of Hautes-de-France have already been able to cross the border and wander around Vibres. The distributor’s online store is already available in French for home delivery. However, it is necessary to make an order of at least 35 euros on the website of the Dutch brand, which particularly highlights the range of Dasty items, an Italian brand of cleaning products.

If the coronavirus weakened the brand, which according to Le Soir filed for bankruptcy in October 2020, it has recovered. To the point where it plans to reach 300 stores by 2025. This movement towards France in any case confirms the attractiveness of Dutch brands for the French market. Zeeman and Hema stores are already present in France. The discount sector appears to be doing well. Action, La Foir’Fouille and Stokomani will soon have to deal with a new competitor.