Hard discount, a new playground for “smart” consumers


Finally, she also took the printed dress. But there was only 38 left. The blouse, the V-neck sweater and the skirt, she had chosen them in 40, her size. “By summer, it should be fine! It’s the first time I’ve come and given the price, I’m not going to be picky…”, she slips, insinuating herself into the queue leading to the checkout, the four articles folded on her left arm, as a waiter would do with the regulation batten. Expect a bit of a wait. Because Pascale (some interlocutors requested anonymity), 43 years old, mother, territorial agent, was not the only one to rummage in the racks.

On January 13, the Noz store in Niort organized an exceptional night, and it was worth the detour. Meeting until 9 p.m., under the brutalist concrete hall of the avenue de La Rochelle, where “the ace of prizes” proceeded to “final destocking of the Camaïeu collection”, acquired at auction after judicial liquidation. Massacre prices: less 50%. Crazy success. Full car park.

At the other end of the building, Jean-Pierre, 47 years old, machine driver, loyal to the place for a short time, flanked by his two teenage daughters, cheerfully dipped into the bins and shelves among the “ends of series”, the “second choices”, “short dates” and “packaging changes”. Not even distracted by the ride of a mascot with a bear profile, who plays the donkey in the spans. Result of the races: a quartet of Parisian beers (brewed in the suburbs), a pack of international cola, an artisanal orgeat syrup from Anjou, three boxes of Neapolitan cakes, a mini ping-pong table (rackets and balls provided ) of no known origin and 600 ml of a North American mouthwash total care whose mauve color – almost neon – evokes both Texan hygienist rigor and the first ages of Californian psychedelia. “Not even twenty euroscalculates Jean-Pierre. It’s cool, the discount! » And profitable.

In France, at the end of 2022, the market share of hard discount brands (Lidl, Aldi, Netto) reached 11.5% (9% in 2019, Kantar figures). Constantly rising, periods of confinement aside. The destockers (Action, Noz, Max Plus, GiFi, Maxi Bazar, etc.), specialists in everyday products (hygiene, maintenance, confectionery, decoration, DIY), exceeded 11 billion euros in sales figures. business (LSA estimate). Double-digit growth, boosted by the performance of Action (one billion euros in 2017, 3 billion in 2022).

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