Overview
Boulanger is one of France's leading retailers of home appliances, consumer electronics and multimedia, with around 220 stores and one of the country's top 15 e-commerce sites. Its marketplace on boulanger.com lets selected sellers offer products next to Boulanger's own range. For a brand in electronics, appliances, gaming, smart home or refurbished tech, Boulanger is a key French channel.
Who is behind Boulanger
Boulanger has served customers in France for more than 70 years and belongs to the Mulliez family's group of companies. It also created the discount chain Electro Dépôt in 2004. Boulanger's sales grew from EUR 2.9 billion in 2018 to EUR 4.6 billion in 2022, and online sales made up close to 30% of revenue in 2024. In 2025 Boulanger launched a new brand platform and visual identity.
The Boulanger marketplace
Boulanger's ambition is to build France's leading marketplace for high-tech and home appliances. It is looking for committed European merchants in strategic areas such as home comfort, multimedia and refurbished products, as well as premium and differentiating brands, gaming, and accessories and peripherals. Boulanger expects partners to share its values, "Pro, simple, sympa", and to deliver operational excellence throughout the customer experience.
How selling on Boulanger works
- Selection. Sellers apply through Boulanger's "Devenir vendeur marketplace" page and are selected by its marketplace team.
- Mirakl. The marketplace runs on Mirakl, connected directly or through a multichannel tool.
- Fees. According to integration partners, Boulanger charges a Mirakl subscription of EUR 40 excluding VAT per month, billed only in months with sales, plus a commission set by category.
- Checkout and ranking. Payment runs through Boulanger, and partner offers rank by relevance after Boulanger's own stock.
- French content and eco-fees. Products need French content and the French eco-contribution for electrical and electronic equipment.
Why Boulanger matters for brands
Boulanger is a trusted name for French electronics and appliance shoppers, both online and in stores. Its curated marketplace offers a focused alternative to the largest general marketplaces in France.
How eBrands looks at Boulanger
eBrands works with brands on marketplaces across Europe and North America. If you have an electronics or home brand and want to see how Boulanger could sit alongside the channels you already use in France, we are happy to talk it through.
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