“Up to 5 to 10% cheaper than its direct competitors”.

This is the promise of Toujust, a brand that wants to make its place in the world of mass distribution in France.

This relies on “the diversity of the offers and services offered, and in particular the fact that 7,500 references (compared to 3,000 in a Lidl) will make it possible to meet all needs” explains the designer of the project, Fabrice Gerber, to

Parisian

.

The stores will offer "quality products at the right price, cheaper than elsewhere," he says.

The first store of this future chain will open in Alès, in the Gard, on March 1st.

To mark its difference with the competition, Toujust intends to reduce prices by eliminating intermediaries as much as possible.

Fabrice Gerber observed that between wholesalers, semi-wholesalers and purchasing groups, all these intermediaries inflated the bill.

The idea is to bring suppliers into the capital of the company Tazita Coop Food which manages the Toujust stores, indicates BFMTV.

Yellow and blue, like Lidl

The suppliers will hold a quarter of the capital of the company.

Having become associated shareholders, they would be more inclined to favor sales within Toujust by ensuring the best prices.

Small suppliers such as Tradition et Terroir du Sud-Ouest, Maison Serrault or the Brasserie Lilloise have already embarked on the adventure.

But other SMEs or large groups could give up because of the pressures suffered by the large retail chains.

300 stores planned within 5 years

The stores will be recognizable by their yellow and blue colors, like Lidl, and will be less than 1,000 m².

They want to offer customers a “warm, with music” experience, specifies Fabrice Gerber.

On the price side, a box of peas 530 grams is displayed at 0.94 euro, six medium eggs at 1.015 euro, 200 grams of grated cheese at 1.67 euro, Le Parisien list.



After the Alès store, other brands will open their doors during the first half of the year in Monéteau (Yonne), Cambrai (Nord), Lempdes (Puy-de-Dôme), Lens (Pas-de-Calais), Montauban (Tarn-et-Garonne), Terrasson (Dordogne), Saint Quentin (Aisne), Saint-Maur (Indre) and Arbent (Ain).

A total of 300 store openings are planned over the next five years.

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