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An analogy to America, to avoid having people imagine Monoprix is Le Bon Marché: Monoprix is like what Target is to Walmart.

Although unlike in the US, most of its competitors are owned by the same parent company, Casino Group.

I agree with the analogy, but I would add that it's usually located where your would have a Walgreens in the US, which is much smaller than the average Target.

That's wrong. Monoprix has indeed succeeded in its transformation by setting up in more wealthy areas (often under the "Monop'" name), but there is always a lot of stores, less trendy, in popular areas like Belleville and in small and modest provincial cities. Prices are adjusted according to location.

I live in the 20eme right in front of one "Monop". I never go there since I usually find better selection and lower prices in Franprix but I wouldn't exactly call Monoprix "high end" or compare it to Whole Foods. Expensive, definitely.