Intermarché is testing the installation of low-cost clothing corners from the Portuguese brand Mo in several hypermarkets to offer cheaper fashion options as part of its strategy.
Intermarché, a French supermarket chain, is currently testing out the installation of clothing corners featuring the Portuguese brand Mo in select hypermarkets. This initiative, which began in early March, reflects Intermarché's strategy to break prices in the clothing sector. The brand Mo is known for offering affordable apparel, similar to the retail model of Primark. The move aims to attract customers looking for budget-friendly clothing options in a competitive retail environment.
The Portuguese brand Mo was established in 1995 and has expanded its presence internationally, with over a hundred physical stores located primarily in suburban commercial areas. Beyond Portugal, Mo has a presence in several countries including Spain, Italy, the Czech Republic, Andorra, Morocco, and Azerbaijan. Intermarché has secured a two-year exclusive distribution agreement for Mo in France, highlighting the supermarket's ambition to enhance its product offerings and appeal to a broader customer base.
This collaboration not only allows Intermarché to diversify its product portfolio but also reflects the increasing trend of supermarkets venturing into non-food retail categories, particularly in fashion. Such partnerships may alter the competitive landscape in the French clothing market, providing consumers with more choices while putting pressure on traditional clothing retailers to adapt or improve their pricing strategies.
