The Bonprix chain
This chain of mini-markets sells its products retail, wholesale and wholesale direct to the public. The 56 stores currently operated are located in densely-populated communities not served by major roads. With a presence in Abidjan (19 locations) and inland (30 stores), they are typically between 350 m² and 450 m².
In 2012, these sales outlets together generated pre-tax revenue of XOF 35.5 billion (approximately € 54 million). 60% of this revenue is generated by the Bonprix stores in Abidjan, 25% by the sales force and 15% by stores outside the capital.
6 more stores are currently under construction: 4 in Abidjan (all retail) and 2 inland (1 wholesale and 1 retail).
Three further stores for inland locations are also at the planning stage.
A huge storage facility is dedicated solely to this part of the business: 14,500 m² under cover and 15,000 m² open-air.
With a fleet of 60 trucks and vans, the Bonprix network is totally independent in terms of logistics.
Its sales force breaks down as follows:
- A wholesale centre open for direct purchases by wholesalers
- One sales representative dedicated to traditional ‘Mauritanian’ stores and Lebanese wholesalers
- One sales representative specialising in imported products (condensed milk, concentrated tomato purée, mayonnaise, etc.
- Eight (8) Multicard Cash Van sales representatives dedicated to serving wholesalers on predefined rounds
- A Unilever sales force based in Abidjan. These representatives cover the three largest areas of the city (Yopougon, Adjamé and Abobo). The team consists of 17 representatives, 2 of whom concentrate on open markets.
- A Nestlé sales force based in Abidjan. This team of 8 representatives focuses on covered markets and 22 representatives focuses on retailed market .
- A La Vache Qui Rit sales force is composed by 10 representatives.
In order to satisfy at best our customers throughout the country, the Bonprix network is in constant evolution.
An average of 2 shops is opened per month throughout the country in order to cover Ivory Coast small cities’ demand in its entirety.
Consequently, almost all the Ivorian territory is covered through Bonprix’s actual shops or through representatives.
|List of shops in Abidjan||List of shops in Ivory Coast|