At the end of March, not far from Paris, in Plaisir, the Stokomani brand launched its new concept: good deals and nothing but good deals in the textile, home, hygiene and beauty departments... with renowned brands such as Ralph Lauren, Calvin Klein , Puma, Sitram and Tefal, L'Oréal, Nivea. There's something for every style. The goal is to make the visit to the store as pleasant as possible for the customer, and even to offer "a somewhat joyful concept", explained Moez-Alexandre Zouari, the businessman who owns this network.
Concretely, the store, which extends over 1,800 meters, has been divided into 13 areas, easily identifiable by neon lights of different colors, where entry-level products at bargain prices and items from major brands mingle . This new offer reinforces the house system, which promises reductions of up to 70% on some 200 brands and 18,000 references marketed on average during the year. Created in 1961, the brand offers 2,000 products at less than 2 euros. Last year, it recorded a plump turnover of 800 million euros.
45% of the brand's sales come from destocking, clothing, hygiene products... This year, Stokomani bought, for example, Camaïeu's spring-summer 2023 collection, which had never been unpacked before. cause of bankruptcy.
After a test phase, the concept should be extended to 50 stores this year, then to all stores (currently 137) by 2024. The brand is banking on "smart purchases" driven by galloping inflation . The network has already recorded 77,000 additional checkouts compared to the same date in 2022.
Stokomani is one of the many players active in the destocking market. Like Action (the favorite brand of the French, according to the latest ranking published Tuesday by the firm EY-Parthenon), la Foir'fouille, Gifi, Maxi Bazar, or even Normal, this chain is exploding. According to the magazine LSA, the German discounter TEDi, present in several other European countries, should open its first store "in the spring of 2023" in Évreux, in the Eure, before inaugurating "ten others in the twelve months to come in the north and west of France". The low price market is thickening.
Four thousand stores specializing in non-food discount would mesh France, according to a study published last January by Xerfi and entitled "The low price market". Taking into account only the 30 main brands in the sector, turnover amounted to 10 billion euros in 2022, up 12% compared to the previous year, according to Xerfi estimates. But behind these good figures are also hidden restructurings, because these companies are also exposed to the crisis and on the lookout for higher profitability. NOZ thus ceased the activity of more than twenty stores in September. Xerfi expects a merger between brands to gain in competitiveness.
