Who is Wibra, this new competitor of Action arriving in France in 2025 ?

© Pexels/Craig Adderley

Today more than ever, discount stores like Action, Lidl and Normal are popular. There is nothing illogical about this since inflation is weighing on French household budgets and everyone is looking to save money.

In this sense, Action has been the French people's favorite brand for two years. Coming from the Netherlands, this hard-discount chain of stores has won over the inhabitants of France with now more than 700 stores scattered throughout the country. If Action's success is immense, it is because you can find everything there at extremely attractive prices. But a shadow is hanging over the Dutch brand, and it is called Wibra.

Also Dutch, Wibra is a hard discount brand whose name should soon be better known in France. After the Netherlands and Belgium, this new competitor intends to tackle the French market.

A new competitor of Action is setting up in France

Like Action, Wibra offers a particularly rich catalog, offering small household appliances, clothing, decoration, household products, toys and even household linen. Like Action, this Dutch hard discount brand thinks of consumers' wallets with aggressive prices. Small household appliances do not exceed twenty euros and you can find water bottles for less than 5 euros and even a bed set for less than 10 euros. It's formidable.

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The national director of Wibra Belgium, Claudine Nachtergaele, affirms that the brand offers “a very good price-quality ratio and accessible to all budgets”. Enough to meet the daily needs of consumers. According to them, Wibra’s customers are divided into two categories: those on a tight budget and bargain hunters.

To offer such attractive prices, Wibra sources its supplies largely from Asia, and this is supplemented by European sources.

Two months ago, Wibra opened its very first store in France. Well established in Belgium, the brand naturally chose to open the doors of its first store not far from the Belgian border to take the temperature of the French market. Thus, the one and only Wibra store in France is located in Lambersart, not far from Lille. For the moment! Because Wibra has great ambitions for France.

Since its opening on October 23, 2024, the Wibra store in Lambersart, with a surface area of ​​500 m², welcomes 2,000 customers every day. Not bad. Thus, Wibra should continue to establish itself in France and open other stores in France in 2025. We are talking about Roubaix, Tourcoing but also the center of Paris. We imagine that this could annoy Action, Lidl, Normal and company.

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