This time it's for real. It seems that after years of good and loyal service in France, the Micromania brand will soon be saying its final goodbyes. We learned in a press release from GameStop, the parent company, that Micromania is on sale in our green lands but also in Canada, where the firm has expanded. No information has been revealed on the terms of the sale, but several scenarios are available to the brand's customers.
As part of a buyout, it is possible to take several steps with existing stores. One of them consists of closing the entire Micromania brand to invest in a new, more lucrative business. This is probably the most realistic option given the economic situation of the stores. Indeed, the fall of Micromania is not so surprising. In a few years, the players' HQ has quickly declined to the point of worrying customers and investors alike. Three years ago, we wrote in an article:
“Of its 399 stores, the brand should soon close nearly 47, resulting in the termination of nearly 130 employee contracts.”
At the time, a Micromania representative assured us that the decision had been taken with a view to a well-considered commercial strategy. It was a question of no longer investing in certain stores located “in areas in which Micromania already has a sufficient, or even dense, network.But the situation did not improve since then.
More attractive offers elsewhere
Over the years, Micromania stores have disappeared from our shopping habits simply because the grass has become greener elsewhere. Supermarket giants are increasingly organizing exceptional launch offers, betting on gamers' enthusiasm to offer them PS5 and Xbox Series titles at very attractive prices, thus capturing a large portion of purchases in the first week of launch.
As for the accessories and consoles section, which represents more than 50% of Micromania's income, competitors such as FNAC, Boulanger or online stores (Amazon, CDiscount, etc.) benefit from several advantages. We are thinking in particular of: more frequent replenishment, a wider choice and more attractive price offers as well.
A renaissance is possible, but unlikely
The second possible solution is the acquisition of Micromania by a new investor whose aim is to bring the brand back to the forefront, just as was the case for Quick restaurants, for example. A new sales, communication, distribution strategy or even partnerships with other brands, everything is still possible. We can even imagine a shift to 100% digital with an online store but no more physical stores.
While waiting for further official news, know that it is almost impossible for the store near you to close from one day to the next without warning. No need to rush to take advantage of the items, they will be around for a little while longer.
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