Find French distributors & the biggest retailers in France

Identifying the top retail chains in France where you can sell your products is relatively easy. Approaching and convincing them is a much bigger challenge.

It may be a better strategy to find a distributor first who can help you to get your products in smaller chains or individual stores, and then help you to get to the big names. Or to start online.

In this article you will find more information on the retail market and guidance on how to convince retailers and distributors to work with you.

The retail market in France

France and the United Kingdom have been alternating each other as the second economy of Europe. France is a highly centralized country where mostly in Paris the decisions are made. Other major cities include Marseille, Lyon, Toulouse, and Nice.

As of 2024, France’s population is projected to be around 64.88 million. The country experiences a modest population growth, with a growth rate of approximately 0.15%.

France has one of the world’s largest economies, known for its diverse industrial sectors, including aerospace, automotive, and luxury goods. It is also a leading agricultural producer within Europe.

France is globally recognized for its rich history, art, and gastronomy. It has a strong cultural influence worldwide and is a popular tourist destination. The country has a diverse population with a significant number of people from various ethnic and cultural backgrounds.

Top-5 supermarkets in France

E.Leclerc: E.Leclerc leads the French market with a significant turnover of €51 billion in 2021. This chain has a broad network of over 1,400 outlets and offers a variety of services under different banners such as Brico E.Leclerc, E.Leclerc, and L’Auto E.Leclerc.

Carrefour: With a history spanning over 60 years, Carrefour is the second-largest retail chain in France. It reported a turnover of €35.28 billion in 2021 and operates a diverse range of outlets, including hypermarkets and supermarkets.

Les Mousquetaires (Intermarché and Netto): Ranking third, Les Mousquetaires, which operates under the Intermarché and Netto banners, reported a turnover of €36.06 billion in 2022. The group has about 2,200 outlets and also has a presence in countries like Belgium and Portugal.

Système U: With a history dating back to the late 19th century, Système U, which operates under banners like Hyper U and Super U, had a turnover of €22.97 billion in 2021. The chain is known for its focus on sustainability and supporting local producers.

Auchan: Auchan, with a reported turnover of €16.2 billion in 2021, operates under various banners including Auchan Hypermarket and Auchan Supermarkets. It has around 588 outlets and is known for its commitment to quality products and sustainability.

Distributor, retailer or web shop?

Most consumer products need at least one party in between. A distributor imports, stores and physically distributes your product, but rarely promotes it to consumers. A large retailer is the fastest route to the mass market, but is risk averse and often asks a listing fee.

A specialised web shop takes smaller volumes, but gives you reviews, pricing feedback and brand awareness within weeks.

Most exporters combine them: start where the barrier is lowest and use the sales data you gather there to convince the bigger names later.

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Finding a distributor in France in three steps

Step 1

Map the channel

List 10 to 15 distributors and retailers that already carry comparable products. Check which regions and store types they serve, and which brands they represent.

Step 2

Build a partner pitch

Your consumer sales deck is not enough. Show margin, rotation, returns and the support they get from you, with concrete figures from your home market.

Step 3

Approach and agree

Contact five to eight of them, propose a trial order or a pilot region, and settle pricing, minimum volumes, exclusivity and marketing support.