Bargains: Spain’s Primaprix arrives in France and promises big brands at bargain prices

Bargains: Spain's Primaprix arrives in France and promises big brands at bargain prices

The Primaprix brand will soon appear in France. Originates from Spain and offers major brands sold in supermarkets at discounted prices.

Nestlé cakes, Coca-Cola, Nivea cream, Colgate toothpaste or Ariel detergent at unbeatable prices. Here are some of the star products that have made Primaprix a success in Spain. With a promise: prices are 30% lower than the market average.

Founded in 2014 in Spain with more than 150 stores – mainly in Madrid, Castile and León or the Basque Country – Primaprix decided to cross the Pyrenees. It will soon be established in France, according to the imprudence of retail specialist Olivier Davers. The first store will open by the end of this year.

“We like the brands, we like the prices”

Primaprix main departments: dry food, chilled drinks, cosmetics/hygiene, cosmetics or pharmacy. How does it power its rays? Inventory is purchased from major brands as a result of overstocking, labeling or language issues, or canceled orders. “We like the brands, we like the prices. Pamper yourself, you deserve it,” the brand explains on its website. To find these great deals, says the Spanish site Global consumer, Primaprix has a team of buyers who travel around Europe in search of bargains. The biggest discounts are on hygiene products.

This week in Spain, Primaprix offers, for example, Nivea moisturizing cream 375ml for €4.50, Colgate herbal toothpaste for €1.25, Dove women’s roll-on deodorant with pomegranate and lemon for €1.75 , a 250ml can of Redbull 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 in a market that has been popular in France for several years but has become very competitive. Discounters Foire’Fouille, Gifi and Centrakor have been shaken up by the arrival in France of Dutch Action, which also sells big brands. Founded in France in 2012, it has more than 500 stores. In a rather similar register, there is the Dutch Hema, the Danish Normal or the British B&M, which bought the former Babou stores for development in France.

Primaprix has made a name for itself in Spain in less than ten years. Will she be able to repeat the success in France? He has just hired a new commercial director to tackle France.

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