Costco aims to have around fifteen stores in France within 10 years
Costco, the American distribution giant who has just opened his first store in France, aims to have about fifteen stores in France in the coming years, announced Thursday the leader of his French subsidiary.
"We are targeting around fifteen stores in France in ten years: 4 to 6 around Paris and one or two around the main cities," said GarySwindells when the first "club-entrepôt" openedfrom the brand to Villebon-sur-Yvette(Essonne)).
A second establishment is already scheduled for Ile-de-France soon."The file should be submitted in a few weeks," according to M.Swindells.
The manager displays his confidence in the success of Costco in France, although the model mixing sale by subscription, wholesale and traditional consumption, is completely unprecedented in the country.
"Our goal is to reach 50.000 members by the end of the year, "he said.
On the subscription side, the start is, however, for the moment more shy than expected - about 16.000 memberships against 30.000 initialement prévu - mais GarySwindells compte sur le bouche à oreille pour populariser le modèle.
"We had a little underestimated the fact that French consumers first want to see(what the store looks like, editor's note)) before subscribing.But I am not worried.(...)) People want to see different things from what we see elsewhere.And that's exactly what we offer them, "he said.
In terms of attendance, the results were deemed rather encouraging Thursday: at 12:00 p.m., around 1.780 customers had already gone to the checkout.
Open since 8 a.m., the store may surprise at first: the entrance is reserved for members, having paid an annual subscription at 36 euros.
Out of 13.750 square meters, it offers 3.800 products - 20 times less than a classic hypermarket - most of pallets several meters high.
At Costco, we like the XXL: the yogurts are sold by 24, the peaches by 2 kilos cagettes and the bottle of Moet and Chandon can reach 15 liters.
Also in non-food, the store displays its gigantism: at the entrance stand several giant screens, not very far from huge plush bears and several meters olive trees.In the distance, you can see, suspended from the ceiling, an above -ground swimming pool in the middle of which is displayed a giant duck buoy.
The prices are attractive: "between -15 and -50% compared to market prices", according to M.Swindells.
Mais contrairement à un discounter, les grandes marques sont omniprésentes: certaines américaines(Levi's)), mais aussi 40% de marques françaises(Danone, Fleury Michon, Elsève...)).
On the product side, typical articles from across the Atlantic - Mac and Cheese, Donuts - rub shoulders with Made in France - The meats are almost all Red Label - and some curiosities - a crescent filled with BRIE DE MA:.
The specificity of the store also lies in "treasure hunt" products, 500 non -permanent references scattered all over the store: for the opening, a diamond necklace at 299.999.99 euros thus slipped into jewelry. "Une façon de surprendre sans cesse nos clients et de les pousser à revenir régulièrement", explique GarySwindells.
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