The British discounter B&M conquers the French market

The appetite of the French for discount arouses the greed of foreign distributors. Since 2012, the Dutch Action deploys its network at high speed. It now has more than 650 stores in France and last year rose to third place among the favorite brands of the French, behind Leroy Merlin and Decathlon, according to the EY-Parthenon ranking.

Leaving later, the British B&M also has great ambitions on this side of the Channel. Customers mainly come here to enjoy themselves by buying low-cost decorative products, which he designs and has manufactured mainly in Asia. This category represents more than half of its French turnover. The brand also sells furniture, linens, clothing and toys. Its price positioning is the same as Action, which mainly sells small objects, hygiene and maintenance products and food. But, because of its wider offer, the average basket of B&M customers is…