Wibra: what is this discount brand, which has just opened its first store in France?

500 m2 of products at discounted prices. This is what the hundreds of customers who paraded through the shelves of the Wibra store, inaugurated this Wednesday in Lambersart (North), near Lille, were able to discover. It is the first establishment of the brand to open its doors in France.

The Dutch discount brand is widely established in the Netherlands and Belgium and has 300 stores. Wibra’s range includes clothing, household linen, household and hygiene products, stationery, kitchen utensils, DIY or knitwear and accessories for young children.

“The price-quality ratio is very good and accessible to all budgets”

“We want to distinguish ourselves by offering a clear and simple concept, which makes the choice easier for the home manager,” assures the France and Belgium director of the brand Claudine Nachtergaele on the Wibra site.

Before opening its first store in France, Wibra had already opened its online store in French at the beginning of the year. Home deliveries are therefore offered to interested customers.

The Covid-19 epidemic had weakened the Dutch brand, which even filed for bankruptcy in October 2020 according to Le Soir. But the company eventually managed to recover financially.

The new French store covers 500 m2. According to our colleagues from Actu Lille, the opening of this store attracted crowds, and the shelves were packed from 10 a.m. onwards. A 20% reduction on all items was implemented between Wednesday and Saturday.

After Zeeman and Hema, Wibra is the third Dutch brand to set up in France. The discount sector, led by Action, La Foir’Fouille and Stokomani, is seeing a new competitor enter the territory.