With Monoprix, an famous French retailer with a rich history is coming to Belgium. What can shoppers – and competitors – expect from this remarkable newcomer?
Major ambitions
The first Monoprix shop opened in Rouen in 1932: it was then a response by department store chain Galeries Lafayette to the launch of the enseigne Prisunic by competitor Le Printemps. Both chains applied standard unit prices, which were a trend in retail in those crisis years (see also: Hema). Eventually, Monoprix succeeded to take over Prisunic. In 2013, the chain became fully owned by the Casino group, which had been a minority shareholder since the late 1990s.
Today, Monoprix has some 700 shops in France and some 150 outside France, accounting for a combined turnover of five billion euros. With 21,000 employees, the chain says it serves 800,000 customers each day. Some of the shops are operated as franchises. Although the retailer is part of a group in financial distress, it harbours major ambitions: Monoprix wants to open about 100 shops a year. Three years ago, the company even stated it wanted to double turnover to ten billion euros, through expansion across Europe. Soon, the first Belgian shop will open, in Waterloo.
Experience and technology
Besides the original Monoprix concept, the group now has six other shop formats. The best known is Monop’, a chain of convenience and convenience stores of 300 to 400 sqm, where shoppers can find snacks and dishes to take away in addition to a classic food offering. A derivative of this is Monop’Daily: smaller shops of 100 sqm at the most, that focus on food to go and where customers can also get something to eat quickly on the spot. In train stations, you will find Monop’Station shops.
In 2005, Monoprix launched another concept: Monop’Beauty, with a range of personal care and beauty products on an average of 120 sqm – for now, there are four stores. The very latest offshoot is Monoprix Maison, whose first location opened in October 2022 in the Parisian suburb of Levallois-Perret. A second followed this July in the French capital’s ninth arrondissement, with 2,700 references in decoration on 318 sqm.
The latest shop concept was first trialled in the flagship store in the Montparnasse district of Paris, opened in 2020, and it shows where the retailer wants to go. Here, customers will find organic and waste-free products, a second-hand offer, a lunch restaurant, a noodle bar and a coffee shop. The retailer is also testing innovative technology there, including connected shopping trolleys, a quick click&collect service or style suggestions using QR codes in the fashion department.
Seven chains in one
Besides the original Monoprix concept, the group now has six other shop formats. The best known is Monop’, a chain of convenience and convenience stores of 300 to 400 sqm, where shoppers can find snacks and dishes to take away in addition to a classic food offering. A derivative of this is Monop’Daily: smaller shops of 100 sqm at the most, that focus on food to go and where customers can also get something to eat quickly on the spot. In train stations, you will find Monop’Station shops.
In 2005, Monoprix launched another concept: Monop’Beauty, with a range of personal care and beauty products on an average of 120 sqm – for now, there are four stores. The very latest offshoot is Monoprix Maison, whose first location opened in October 2022 in the Parisian suburb of Levallois-Perret. A second followed this July in the French capital’s ninth arrondissement, with 2,700 references in decoration on 318 sqm.
Naturalia is a special case: the chain of more than 200 organic stores is in Monoprix’ possession since 2008. The retailer is also developing omnichannel solutions, including the subscription service Monop’Flix and the fast delivery service Monop’Hop. The chain also has partnerships with e-commerce players Veepee and Amazon.
