Primaprix, the Spanish brand aiming to compete with Action and other discounters

Primaprix has completed its first phase in France. The brand discounter, which has over 200 outlets in Spain, had opened a handful of stores in France, starting in late 2022. "We have now completed the test. It's been validated," Laurent Elisabeth, President of Primaprix France, tells Business Immo. "It took us around two years to find the first sites, start up logistics with a service provider and run the concept in a new country. We've now moved on to the next phase, that of rapid, major expansion. This will start with around twenty openings in the next six to eight months, but the target is definitely around a hundred, very quickly."