Soon a newcomer in the panorama of French mass distribution. As the country goes through a period of inflation unprecedented in decades, Toujust promises in a press release prices “up to 5 to 10% cheaper than its direct competitors.”
The concept: stores the size of a Lidl (less than 1,000 m²), a large number of references (7,000 vs. 2,000 on discount), mainly food (80%) with a majority of “made in France” products (70%). That’s what customers will see, like those from Alès in the Gard who will discover the first Toujust store on March 1.
But it’s behind the scenes that Toujust sets itself apart from its competitors. Envisioned by Fabrice Gerber, a mass distribution expert who has worked for Leclerc, Aldi and Système U in particular, the brand aims to cut out the middlemen as much as possible and work directly with producers. To do this, it will bring its suppliers to the capital of the Tazita Coop Food company that oversees the stores.
“No more damaging margins”
A quarter of the company’s capital will be held by suppliers who will co-own Toujust. Enough to encourage them to favor the brand both in terms of prices and offers.
An attractive idea on paper, as long as everyone plays and agrees to work with the young brand. What is not won in a very competitive universe.
If a hundred small suppliers such as Tradition et Terroir du Sud-Ouest, Maison Serrault or Brasserie Lilloise have joined the adventure, what will happen to the medium-sized companies or food giants that mainly work with Leclerc, Auchan and other Carrefours? Some vendors say they have been pressured not to engage with Toujust.
Coca Cola in Toujust
To attract customers, the brand will not be able to be satisfied with small suppliers. You will also have to sell Coca Cola, Nutella or Nestlé. Toujust will source these branded products from parallel markets. Sometimes with interesting prices like the 1.5 L bottle of Coca-Cola that the store will sell for 1.01 euro.
In any case, the Toujust founder has solid ambitions. After the first store in Alès, Fabrice Gerber plans 10 openings in the first semester, mainly on the outskirts of medium-sized cities such as Cambrai (Nord), Lens (Pas-de-Calais), Montauban (Tarn-et-Garonne) or still Arbent-Oyonnax (Ain). The distributor expects to increase to 40 stores throughout the year, 70 by 2024 for a total fleet of 310 long-term points of sale.
Source: BFM TV
