Overview
Cultura is a French retail chain for culture, creative hobbies and leisure, selling books, music, films, games, arts and crafts supplies, musical instruments and more. It has more than 110 stores in France and a large online shop at cultura.com, which includes a marketplace for new and second-hand products. For a brand in creative, hobby, gaming or cultural products, Cultura is a focused French channel.
Who is behind Cultura
Cultura has been an independent company since it was founded in 1998. It has around 113 stores in France, including some franchised, and about 4,500 employees. Since 2012 the Fondation Cultura has supported cultural and educational projects near its stores. According to Cultura and Mirakl, cultura.com receives about 80 million visits a year, and the Cultur'addict loyalty programme has 8 million members.
The Cultura marketplace
Cultura launched its marketplace at the end of 2023, built on Mirakl. Within a year it accounted for more than 8% of cultura.com's business volume, and more than half of that came from second-hand products. Cultura says it has more than 250 active marketplace sellers and around 4 million active products on cultura.com. It is a specialist marketplace focused on culture, creativity and leisure, not a general one.
How selling on Cultura works
- Selected sellers whose products fit Cultura's culture, creative and leisure range.
- New and second-hand products, with second-hand a major part of the marketplace.
- Marketing integration. Cultura includes marketplace sellers in its yearly communication plan and has a large social media audience.
- French content mapped to Cultura's categories.
- A Mirakl connection, directly or through a multichannel tool.
Why Cultura matters for brands
Cultura's shoppers come specifically for hobbies, creativity and culture, which makes it a well-targeted channel for brands in those areas, backed by a national store network.
How eBrands looks at Cultura
eBrands works with brands on marketplaces across Europe and North America. If you have a creative, hobby or leisure brand and want to see how Cultura could sit alongside the channels you already use in France, we are happy to talk it through.
Useful links
Ready to go global?
Let us show you how eBrands can take your brand to every market that matters.