The French brand Stokomani inaugurated this Thursday at its store in Plaisir (Yvelines) a new concept that aims to make discounts and stock clearance more attractive, in an ultra-competitive market and in full inflation. The aim is to make the visit to the store as pleasant as possible for the customer, and even offer “a somewhat cheerful concept”, explained Moez-Alexandre Zouari, a large franchisee of the Casino group who bought the low-price specialist created a few years ago. sixty years.
As ? The 1,800 m2 store has been divided into 13 themed spaces easily identifiable by colored neon lights where basic products are offered at very low prices along with items from major brands such as Tommy Hilfiger, Ralph Lauren or Lee Cooper, which are reduced to 70 %, details the brand’s new president, Damien Defforey, in the halls of the bazaar. “Our DNA is the price, the price, the price,” he repeats. After a testing phase, the concept should be rolled out to 50 stores this year, then to all stores (currently 150) by 2024.
A 5% weekly increase in customers for two months
Compared to other low-cost brands that work very well, such as Dutch Action, those responsible for Stokomani boast a broader offer (18,000 references on average), but above all, the fact that they offer house brands and brands very close together. well known In addition to inflation, the anti-waste law should supply the market with new stocks in the coming years, estimates Moez-Alexandre Zouari. Thus, “discount shopping becomes smart shopping” and “no qualms, you can go to Stokomani in the morning and then in the evening to a chic boutique in Paris.”
Since February 1, the store has seen a 5% increase in its customer base each week. For all stores, there are 177,000 additional registered checkouts compared to the same date in 2022. Stokomani achieved a turnover of around 800 million euros last year, of which 40% thanks to textiles, especially for “men” , although 80% of customers are women –, with an average basket of 30 euros per customer.
Source: BFM TV
