BUT, ALINEA : BACK TO SCHOOL SALES | M6 | 66 minutes

At the start of the school year, many French people want to revamp their interiors. But with inflation, it’s impossible to spend without counting. As a result, consumers are buying less furniture, reducing their average basket size, and favoring more affordable items. Faced with this new reality, retailers must adapt. BUT, the leader in low-cost furniture, is increasing its promotions and revising its merchandising strategy to continue to attract customers looking for bargains. But the retailer now has to contend with fierce competition from hard discount stores, which are eating into its market share. For its part, Alinéa is making a strong comeback. After going into liquidation in 2020, the brand is reborn with a new strategy: smaller stores, local and responsible production, and a contemporary Mediterranean style. A formula designed to appeal to customers who are sensitive to aesthetics… and controlled prices.