If brand liquidations have been happening for several years; paradoxically, new players are multiplying in the world of low-cost fashion. So, without a sound, a new accessible and stylish label arrived in France in March 2026.
In a ready-to-wear industry in crisis, only the most established labels survive. More fragile, the others must redouble their inventiveness to get by. Thus, for several years, we have been witnessing a sort of polarization of the market with, on the one hand, the move upmarket and premiumization of previously accessible fashion brands and, on the other, the rush towards the excessively affordable with an even more assertive “low price” positioning. If the judicial liquidations of fashion brands have been coming one after the other for several years; paradoxically, new players are multiplying in the world of low-cost fashion.
Besides Primark, New Yorker Or Kiabia new brand at knockdown prices recently arrived on French territory. “Favorite fashion brand of the Portuguese”she was also elected “superbrand 2026” by the latter… Enough to worry the well-established labels which play on the same ground as her. Inexpensive pieces, diversity of products for the whole family, timeless wardrobe basics as well as more polished pieces inspired by current trends: no doubt, the brand MB risks finding its Frenchie audience.
In the press, experts are already calling it the “Portuguese Primark”. It must be said that the prices of its clothing, accessories, and shoes are practically similar. On the site MBthe references rarely exceed 50 euros, with t-shirts at 3.99 euros, dresses between 17.99 and 29.99 euros, or even coats going up to 49.99 euros maximum.
And if we are to believe the words of an official spokesperson, MB has an additional advantage compared to its Irish rival: “superior quality”. Already established in nearly six countries including Azerbaijan, Spain and Morocco, its scope is now expanding to France.
If it has more than 120 own stores in Portugal; for its debut on French territory, the brand will first set up in the form of corners in hypermarkets Intermarché. In total, the famous Mousquetaires brand plans to accommodate 11 corners MB by the end of the year. For now, 5 of them have already opened in Annemasse, Besançon, Chalon, Limoges and Quimper. According to our colleagues at LSAthe next openings are planned for August and October. To be continued.
