Monoprix Maison Expands with a Second Store in Paris’s City Center

After the success of its first store dedicated to the world of the home inaugurated last October with an area of ​​300 square meters, in the So Ouest shopping center in Levallois-Perret, Monoprix Maison opens a second store next July. « We launched a new brand, Monoprix Maison, which has not been done for a very long time, explained Guillaume Sénéclauze, president of Monoprix to Républik Retail last December. This pilot meets his public and that encourages us to continue but always with a lot of humility. We are on a pragmatic approach, in test and learn mode on tableware and decoration. We want to make sure we have the right price, the right categories and the right pace. Once we have found the right balance, we will be able to develop it and franchise it. »

Decoration, a buoyant market in France

This time, the distributor sets up in Paris and in the city center, in the 9^e district, rue Chaussée d’Antinwith a store – still owned – of a area of ​​320 square meters. “We are in a very commercial street, analyse Frank Rosenthal, trade marketing expert. Monoprix is ​​thus testing several configurations. The first historic and the most obvious is the house offer in its stores. The 2^e configuration is the establishment in a shopping center like in So Ouest. And finally downtown in a flow area. »

Monoprix has been recognized as a reference brand in decoration for 90 years. According to the IPEA (Institute for prospective and studies of furniture), the sector continues to progress in 2022, up 5% (and 9% for tableware) with a turnover around 15 billion euros in France.

For the distributor, the home segment represents 8% of its overall sales (out of the 5 billion made) with the ambition of increasing its presence in interior design. “Monoprix Maison can find its audience in medium-sized towns and in large cities, such as Paris, emphasizes Frank Rosenthal. However, the distributor may need to have a slightly more aggressive price positioning to win. »

Tableware and interior decoration

In the new store, Monoprix should offer nearly 2,700 referencesas in Levallois-Perret: decoration, furniture, stationery, bedroom & bathroom, table & kitchen, designers with new themes every three weeks.

Ten to twelve collections will be offered each year, designed by four in-house designers, to which must be added the guest brands. Monoprix Maison offers personalized services such as a decoration coaching where for one day, a decorator or interior designer provides free services to customers but also a premium home delivery service in 2 hours, the possibility of completing online purchases in store with the “click in store” service.

A first franchise store will open this fall in Châteauroux.

Monoprix will continue opening its new brand with a first franchise store this fall in Châteauroux.