The success recipe of variety stores in France is a wide supply offered to consumers looking for good deals. In a context where internet retailing disrupts lifestyles and consumption habits, variety stores appear to pose the perfect opposition to the online retailing economic model.
In addition, variety stores successfully developed high-growth categories such as home furnishings and embellishments proposed by brands like Stokomani, Action or Centrakor, for example. Concerning Hema, its success comes from sales of office furniture.
Having entered the French retailing market in 2009, Dutch player Hema France further accelerated its outlet opening pace and investments in 2018. After having recorded robust growth since its arrival in France, the brand places France as one of its priority markets.
Eram’s transfer of Tati brand was validated by competition authorities in 2017. The new owner Gifi is engaged in relaunching the iconic brand, which is in financial difficulty.
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