Toujust is a new supermarket is set to launch in France in March 2023, aiming to deliver prices 5-10% lower than competitors.
Founded by ex-Aldi executive Fabrice Gerber, Toujust will look to achieve these discount prices by using a business model based on zero intermediaries. Instead of working with wholesalers or buying groups, the supermarket will instead interact directly with producers and suppliers to achieve its ‘fair’ prices.
The name Toujust is a play on the French phrase ‘tou juste’, which translates as ‘all fair’ or ‘just right’. In this sense, Toujust is not just about delivering the most discounted prices to shoppers, but also achieving fairer prices for food producers. It will share 25% of profits with producers and suppliers directly, cutting out as many middlemen as possible.
The brand is looking to open 50 stores in 2023, an ambitious opening gambit but one that could pay off as food prices continue to soar in France. Prices rose as much as 12% year-on-year in 2022 and some items could double in cost by the end of 2023.
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