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.
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.
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.
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If you have a consumer product that you can’t sell directly from your home country to your end customer, you need at least one step in between. This can be a distributor (who also acts as wholesaler or importer), a big retailer directly, or it can be a large web shop. Let’s look at the pro’s and con’s of each option.
You should put a lot of emphasis on drafting a good distributor pitch. Even if you already have great sales materials for your end-users, this often does not make clear what the benefits are for a potential agent, distributor or retailer to work with you.
When you approach potential sales channels with your standard documentation, chances are high that they are holding of. If you make it crystal clear what are the benefits for them, like in the example presentation, you will get a much higher response rate.
Please note that it helps to put concrete data in your presentation. You may think it is sensitive, but just know the secret is in how you achieve the rotation or the low returns level, not in the data itself. So share it here, in order to get the right attention.
Distributors are risk averse, they know the portfolio they have and tend to be happy with it. They can’t just add a product or service to their range, since it will cannibalize on others: