A low-cost clothing brand dubbed ‘France's answer to Primark’ is set to expand its presence in the country with a new store in Paris opening in the coming days.
The brand Naumy already has around 40 stores in France but says it wants to have at least 100 sites nationwide, according to French media reports.
Its new location in the French capital will be near Bastille, in a 1,500m² site on rue du Faubourg Saint-Antoine, reports L'Informé.
The new site will be a city flagship of sorts for the store, which until now has generally only been located in shopping centres or out-of-town retail parks.
Naumy director general, Lim Can, told Le Figaro: “The date is not yet certain, but it will be very soon.”
The brand was founded in 2014 and built in the region around Paris, where it has around 11 stores. It also has a presence in Normandy (Caen), Brittany (Brest) and Hauts-de-France (Lille).
It sells low-cost clothing items, with sandals going for less than €10, jumpers for €15, and dresses for around €18.
The group also has major expansion plans.
Its website states: "The Parisian company has set itself the objective of conquering France, by planning the opening of numerous points of sale in the whole territory: 100 stores in total to make Naumy a brand closer to you!"
It plans to open a store this month in Roques-sur-Garonne near Toulouse, followed by others including La-Ville-du-Bois (Essonne), Pontault-Combault (Seine-et-Marne), Geispolsheim near Strasbourg (Grand Est), and Carré de Soie shopping centre, near Lyon (Rhône).
It states that it is aiming to open around 15 more stores by 2024.
The low-cost brand is one of many growing in popularity in France, with the discount store Action being voted the country’s favourite brand in April, the German non-food, low-cost store TEDi announcing plans to open a dozen more shops in the coming months, and ‘bargain’ brands like HEMA becoming increasingly well-known.
After its expansion in France, the group has said it is aiming to expand in Belgium, including stores in Brussels, Namur, and Liège.
France launched a new A-E ‘score’, which companies can use to label the environmental impact of a new piece of clothing in 2020. It takes into account factors such as the carbon footprint of producing and transporting the clothes, the amount of water the garment took to produce, as well as the level of toxicity in the fabric and dye.