Yesterday, Primaprix opened its first store in Pontault-Combault, in Seine-et-Marne. Today, it opens the doors of the second, in Montreuil, in Ile-de-France. Primaprix’s positioning is announced and assumed: it is the chic version of stock clearance. The promise? Products of the main brands, at bargain prices, up to 40% cheaper than in other places. Especially in the field of hygiene: Nivea creams, Colgate toothpaste, Ariel detergent… The choice is varied.
broken prices
The secret of Primaprix is a team of buyers that travels Europe in search of bargains. Manufacturers are approached with the promise of liquidating their unsold products, their mislabeled products, or even their canceled orders.
All while making sure to preserve your brand image. To keep prices low, the Spanish brand is also saving on shelf layout. Without fancy merchandising or decorations, the shelves are simple and neutral.
138.3 million euros of turnover
Founded in 2014, the brand operates 160 stores in Spain, the majority located in Madrid, Castilla, León and the Basque Country. In just a few years, the brand has become a must in the discount scene of the Iberian Peninsula. In addition, in 2021, after having seen its turnover grow by 51% to 138.3 million euros, Primaprix has officially become profitable.
Its new mission is now to attract French consumers, already well served by a highly competitive discount market.
Source: BFM TV
