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The brand at low prices, Gifi, will close 11 stores in France and reduce its workforce by 5%. This restructuring is linked in particular to a discount market, more and more competitive.
In the Orne, a Gifi store must close before the end of 2025. “It’s a shame”, regret passers -by questioned. The business company at low prices plans to reduce its workforce by 5%, or more than 300 employees. A total of 11 closures must take place, in Doubs, in Lyon or in Yonne. The Discount brand has existed since 1981 and sells both children’s toys as well as fans or kitchen utensils.
Despite the success of the brand, it is today roughly competition. There are online platforms at ultra-competitive prices and destocking stores, such as action, perceived as more modern. “”It is difficult to resist this steamroller, especially since there have been errors of management in the past, that stores may not have been upgraded enough“, Enlightens Philippe Moati, economist and founder of the Obsoco. To try to compete with competition, the brand promises to renew its offer and offer even lower prices in the coming months.
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