{"id":135118,"date":"2025-11-20T10:02:57","date_gmt":"2025-11-20T09:02:57","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=135118"},"modified":"2025-11-20T10:02:59","modified_gmt":"2025-11-20T09:02:59","slug":"avec-de-nouveaux-magasins-primark-vise-a-nouveau-la-croissance-en-allemagne","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/avec-de-nouveaux-magasins-primark-vise-a-nouveau-la-croissance-en-allemagne\/","title":{"rendered":"Avec de nouveaux magasins, Primark vise \u00e0 nouveau la croissance en Allemagne"},"content":{"rendered":"\n

Apr\u00e8s plusieurs fermetures de magasins ces derni\u00e8res ann\u00e9es, Primark <\/strong>souhaite renouer avec la croissance en Allemagne. Le d\u00e9taillant a ouvert cette semaine son premier nouveau magasin allemand en cinq ans et pr\u00e9voit deux autres implantations suppl\u00e9mentaires afin d’inverser la tendance r\u00e9cente \u00e0 la baisse de son chiffre d’affaires.<\/p>\n\n\n\n

Des magasins plus compacts<\/h2>\n\n\n\n

Au cours des derni\u00e8res ann\u00e9es, Primark a ferm\u00e9 cinq magasins allemands et une autre fermeture est pr\u00e9vue au premier trimestre de l’ann\u00e9e prochaine, mais dans le m\u00eame temps, la cha\u00eene de mode mise \u00e0 nouveau sur l’expansion : un premier nouveau magasin depuis 2019 a ouvert ses portes mercredi dernier. Apr\u00e8s des ann\u00e9es de r\u00e9duction et de restructuration, Primark se concentre donc \u00e0 nouveau sur l’Allemagne<\/a>, a d\u00e9clar\u00e9 Sandra Luxem-Bremen, directrice des ventes pour l’Allemagne et l’Autriche, lors d’une conversation avec des journalistes rapport\u00e9e par Reuters.<\/p>\n\n\n\n

La cha\u00eene subit la pression d’acteurs en ligne tels que Shein et Temu. De plus, certains magasins en Allemagne \u00e9taient trop grands ou trop proches les uns des autres. Les nouveaux magasins seront plus compacts et mieux adapt\u00e9s aux besoins locaux. Primark souhaite ainsi accro\u00eetre son efficacit\u00e9 et sa rentabilit\u00e9 en Allemagne. En outre, l’entreprise a investi dans l’am\u00e9lioration de ses produits, une politique de prix plus stricte et une interaction en ligne accrue avec ses clients. Primark souhaite ainsi contrer la concurrence f\u00e9roce et la faiblesse des d\u00e9penses de consommation. Les ventes m\u00e9diocres en Allemagne ont entra\u00een\u00e9 une baisse de 1 % du chiffre d’affaires en Europe du Nord au cours du dernier exercice. <\/p>\n\n\n\n


<\/p>\n","protected":false},"excerpt":{"rendered":"

Apr\u00e8s plusieurs fermetures de magasins ces derni\u00e8res ann\u00e9es, Primark souhaite renouer avec la croissance en Allemagne. 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