Intermarché Portugal has launched PorSi, a new, exclusive private label brand.
The hypermarket chain is investing €6 million in the new brand, comprising more than 1,000 SKUs, with both food and non-food items.
As a result of the launch, some of the existing private label brands of Intermarché Portugal, such as Chabrior, Páturages or Saint Eloi, have ceased to exist, or amalgamated into the PorSi brand.
According to CEO Martinho Lopes, from launch, 50% of the PorSi SKUs will be produced in Portugal, but this percentage is set to rise to 70% in time, with a focus on sustainable and innovative products.
By the end of 2019, the number of product references available under the range will be 1,000, rising to 2,000 in 2020 and 3,000 the following year.
The retailer has launched a cross-platform promotional campaign (TV, radio, outdoor and digital) to promote the PorSi brand.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine
