What is this discount brand that wants to compete with Action?

Dutch discount brand Vibra has arrived in France. According to BFMTV Which represents the brand’s press release published on January 18, 2024 by distribution specialist Olivier Douvers on his Twitter account, the first store should open in Roubaix (North).

Vibra also offers a wide range of household products at low prices, as well as hygiene products, stationery, clothing and kitchenware. The brand, which was close to bankruptcy during the health crisis, is today expanding into Belgium and the Netherlands, in which countries it has 267 stores. The number of stores should reach 300 by 2025.

Discount brands continue to expand

The Vibra brand distributes its products online in France thanks to its e-commerce platform. However, one condition to be able to buy online: make a minimum purchase of €35 (excluding shipping costs). In its press release, the brand specifically highlighted its Dusty range of household products.

Today, as our colleagues point out, discount and market-type brands are on the rise, such as Action, another Dutch brand that has managed to set up more than 700 stores in France in ten years. A situation that also concerns the food sector. Since the first Lidl was founded in France in 1989, hard-discount food brands have multiplied. These low-cost stores benefit from customers’ continued search for lower prices, in a difficult economic context.