FRENCH LEADER IN SMART DISCOUNT

42 years of genius ideas!

GiFi's DNA and Culture

GiFi has been a specialist in home equipment and products for the whole family, at the right price, since 1981! Smart discount stands out from hard discount by the quality of products at good prices, in a pleasant setting, for the pleasure of customers.

Our mission: the pleasure of giving pleasure by making families' daily lives easier and surprising them with smart, trendy products at the best value for money.

Our ambition: to share our brilliant ideas so that all our customers can benefit from them.

A strategy of continuous renewal:

"Since 1981, we have continued to innovate while preserving our fundamentals as a retailer. Our stores are the essential place for smart purchases for our family and multi-generational customers, thanks to the richness of our offer at good prices and our Talents! Every day, our teams find new products in France, Europe and around the world that are both attractive and useful, and different and innovative ideas. We've committed our brand to promoting purchasing power by lowering prices on most of our products. Thanks to GiFi, our customers can treat themselves and their loved ones to trendy products at low prices. Our family business culture perpetuates and embraces the meritocracy of our teams who make a difference every day!”

Philippe Ginestet

1. Discounter

A pioneering discounter since its creation in 1981, GiFi has become the benchmark brand for attractive prices year-round. Thanks to an integrated purchasing center, we have no middlemen. This freedom is directly reflected in our prices, to the delight of our customers.

2. Intergenerational sign

We cater to all generations and all social classes. At GiFi, every family member can find the perfect item for their everyday life, throughout the year (Halloween, Christmas, holidays, back-to-school, etc.) and for special occasions (birthdays, weddings, etc.). Gifi is an integral part of its customers' lives.

3. Genius idea

GiFi offers a wide selection of truly brilliant ideas through useful and practical 'genius idea' products, aimed at simplifying everyone's daily life. Our European and Asian sourcing teams are mobilized throughout the year to find items that complement the GiFi trademark.

4. The place of shopping pleasure

Enjoying a good price is the distinguishing feature of GiFi. The offer is diverse and constantly renewed, offering everything you need for the home, decor, gifts and hobbies. We are as close as possible to the expectations of our consumers, so that the whole family can find what they are looking for at low prices. So, good prices meet product quality in a pleasant environment. 3. Facilitator & innovator GiFi offers a wide selection of truly brilliant ideas through clever, useful, and practical products to simplify everyone's daily lives. Our sourcing teams in Europe and Asia are mobilized year-round to find products that meet GiFi's trademark.

A strong corporate culture

GiFi has become one of the leading employers in France thanks to a culture based on trust, boldness, respect and the deliberate desire to enable everyone to succeed. “Our culture is driven by the power of love that has shaped our Group for 42 years. A culture only has meaning when it is lived and unites teams; the strength of a timeless culture is a unique force. It can be summed up in one word: PRIDE, the driving force behind our performance, both individual and collective. Pride in our roots; Pride in being a French company with international reach; Pride in our teams driven by the same desire to please. "Brilliant ideas" make our customers' hearts beat faster, thanks to the sum of all the Talents at GiFi, who make our company truly unique and which, since its creation, has never stopped evolving, while remaining itself."

Brigitte Ginestet, Director of Culture

A French family business

A story of passion

GiFi is an incredible family story, which began in 1981 by Philippe Ginestet. It has been growing ever since. When the first store opened, the brand was a true discounter. Why the brand name "GiFi"? It's the first syllable of the founder's first and last name. Simplicity, always. This is more than ever at the heart of GiFi's DNA. From a discount store, the concept evolved into a first-price store, with 100 stores in 1998. In 2002, the brand began its international expansion, reaching 200 stores the following year. In 2007, GiFi created a purchasing center in Asia, and the GiFi Asia subsidiary was born to source directly from intermediaries. The adventure continued, and in 2013, the 400-store threshold was exceeded. GiFi reached the 500-point-of-sale milestone in 2019. From the discounter to the "Brilliant Ideas," the GiFi concept has enjoyed undeniable success since its inception. Today, the brand has more than 600 GiFi stores and dedicated teams with a true passion for business and customers. Leading brand name on the French market GiFi is consolidating its brand leadership and continuing its growth, while remaining a leading national employer and a committed local employer. The creativity and diversity of GiFi's offerings enable it to meet the expectations of all generations. Wherever GiFi operates, its priority is to build teams of local retailers who understand their customers.

French brand with international influence

Its international influence is also at the heart of the brand's strategic choices. With its subsidiary in Belgium, the GiFi Group now has more than 700 stores with points of sale under the TRAFIC banner, whose brand signature is "Buy smart". The GiFi Group operates in 17 countries. The company adapts to national specificities while maintaining its DNA. A solid family group The brand has been part of the GPG Holding (Philippe Ginestet Group) since 1993. Through its subsidiaries and holdings, the Group has a distribution network of more than 1,000 stores and a total of more than 10,000 employees. GPG has experienced uninterrupted growth since its creation and is structured around three complementary business areas: distribution (which includes GiFi, Besson and Grain de Malice), real estate and diversification. The reputation of its distribution subsidiary GiFi and the expertise of its real estate division throughout France, as a developer, investor and manager, have led GPG to diversify through investments in various sectors, both mature and innovative, with strong growth momentum.

GiFi Kosova

GiFi in Kosova comes as part of the powerful group of businesses AZTECH, GALERIA Mall, Entertainment Kosova and Zeta Shoes. As a French brand with international reputation and the undisputed leader in the European market for home products, decor and more, the arrival of GiFi in the Kosova market represents a special moment and an important step towards modernizing the shopping experience in our country. GiFi has become part of the family of successful local brands, bringing a blend of European innovative spirit with the dynamism and potential of the local market. The arrival of GiFi was welcomed as a phenomenon, exceeding expectations and raising the standard of services and products for Kosovar consumers.

The first GiFi store opened in November 2023, in the largest shopping mall in Kosova – Prishtina Mall. This important partnership between GiFi and Prishtina Mall marked a new turning point for modern commerce in the country, bringing a wide and diverse range of products designed for every home and lifestyle. This development directly impacted the growth of employment, improved consumer experience and strengthened the local economy. Within less than six months, in May 2024, GiFi opened its second store in the industrial area of Fushë Kosovë – with a strategic location that offers quick access and convenience to a large number of consumers throughout the region. This rapid expansion is a testament to the brand’s commitment to being close to the customer and offering quality products at reasonable prices.

In April 2025, GiFi marked another milestone with the opening of its third store in the heart of Prizren city, inside the GALERIA Mall shopping center. This store is not only a physical expansion of the brand's presence, but also a reinforcement of the commitment to being part of the daily life and lifestyle of citizens in all parts of Kosovo. With a clear vision, an unmatched product offering, and a long-term approach to the local market, GiFi has now become more than just a store – it is a must-have destination for those who want to combine quality, functionality, and style in every corner of their home.

Find my favorite store

FRENCH LEADER IN SMART DISCOUNT

Respond to this offer