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This is a name that should not remain unknown for long. Wibra intends to tread on the toes of Action, Lidl, Normal and others by opening several stores in France in 2025. Originally from the Netherlands, this hard-discount chain of stores has more than one trick up its sleeve. Enough to make its competitors tremble…
But for the moment, Wibra only has one single store in all of France. It is located in Lambersart, near Lille. Since its opening at the end of October, the store has welcomed 2,000 customers every day. While Wibra has chosen to open its first French store not far from the Belgian border, where it is already well established, to take the market temperature, the brand should not be disappointed. We could not resist the urge to discover this new brand that wants to overshadow Action.
Wibra, a strong competitor to Action ?
Today, discount brands are more popular than ever. While overconsumption is being singled out and more ethical consumption is being advocated, inflation is weighing on French household budgets. Many consumers have no choice but to save money where possible. This is why Action has been the French people's favorite brand for two years, dethroning established giants like Decathlon and Leroy Merlin.
Like Action, Wibra is a Dutch brand that does everything at low prices. We were sold a particularly rich catalogue. No lies in that. When you walk through the aisles of Wibra, you really find everything you can imagine. There is something for everyone: small household appliances, clothing, decoration, dishes, household products, toys, stationery, linens, confectionery…
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During our visit, we even came across the miracle cleaning product and the magic sponge that we see everywhere on social networks, and especially on TikTok. Speaking of cleaning, Wibra is banking heavily on Dasty household products, whose references are numerous and extremely well promoted. We even found a Dasty gift box on sale for 2.50 euros instead of 9.99 euros. Make what you want of this information…
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This first store opened in France has a surface area of 500 m². If it is not huge, it is more than enough to fill your shopping cart. Even if, inevitably, there is a little less choice than its competitors.
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Wibra Belgium Country Manager Claudine Nachtergaele says the brand offers “a very affordable price-quality ratio that is accessible to all budgets”and is aimed at people with limited means and bargain hunters. Indeed, Wibra reveals aggressive prices, like other hard discount brands. Out of curiosity, we walked around the store looking for the most expensive product. It took us a little while but we finally found it: a huge suitcase for 49.99 euros. Among Wibra's most expensive products, we also found a heating pad for 39.99 euros.
For the rest, prices rarely exceed twenty euros, even when it comes to small household appliances. In reality, a number of items are sold for less than 5 euros and the brand offers constant offers. Enough to delight customers looking for low prices. To display such competitive prices, Wibra sources its supplies mainly from Asia, and supplements this with a few European sources.
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Although we didn't need anything, we gave up and left with 3 products “not so useless after all”. For stainless steel straws, a car scraper and wrapping paper, we got them for less than 4 euros.
A better customer experience ?
Despite a fairly rich and varied catalogue, Wibra's departments are rather well organised. This is generally the weak point of these stores where everything is cheaper. But at Wibra, everything is in its place, it is orderly and tidy, the prices are clearly displayed, it is much more readable and that changes everything. In addition to being more pleasant for the consumer, this more careful aspect distinguishes the brand from its competitors, with a slightly less low-end image. There is no denying it: taking a trip to Wibra is a little more pleasant than to Action or other stores of the same ilk. That's already something…
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If Wibra does not revolutionize hard discount, this first store in France stands out for its better customer experience. Its airy layout makes it more pleasant than its rivals. For the rest, the store keeps its promise of many products at low prices. It is certain that despite tough competition, the brand should appeal to French consumers when it opens other stores in France. In the coming months, the brand should continue to establish itself in France, particularly in Roubaix and Paris.
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