Another new player in the booming discount bazaar market. After the French Gifi, Maxi Bazar, Noz or Stokomani and the irruption of European brands such as B&M, Normal or the essential Action, France will welcome a new champion in the field: the German TEDi.
It is next spring in Evreux in Normandy that the first store should open, LSA says, ahead of the launch of another 10 TEDi stores by 2024 in northern and western France.
Already present in 11 countries through more than 2,700 stores, this relatively young brand created in 2004 in Dortmund by the German giant Tengelmann (Obi, KiK…) is a transposition of the American concept of “dollar stores”. Baptized TEDi by Top Euro Discount with a bear as a mascot (teddy bear in English), this poster offers in stores of just 650 m² some 15,000 references of household items, decoration, parties, DIY or even stationery, toys and cosmetics.
An aggressive expansion
Among these thousands of references, you can find hundreds of products sold for just 1 euro. Products made primarily in Asia; only a quarter of the references come from the European Union.
With a turnover of 1,830 million euros in 2021 (+380% in 10 years), TEDi has established itself as the market leader in Germany with the opening of nearly 1,900 points of sale since 2004. The company began its international expansion in the 2010s with the opening of stores in Spain in 2015 (250 points of sale) and in Italy in 2018 (80 points of sale).
Like the other discount bazaar brands that have been in abundance for some years, TEDi practices, in addition to its own supply, parallel supply, that is, destocking, end of series, unsold promotions or even judicial liquidations. .
A hotly contested parallel market in France, some brands are struggling to fill their stores. According to Xerfi, the cumulative base of the 15 largest networks in the sector has more than doubled to more than 4,000 points of sale in France.
Source: BFM TV
