E. Leclerc has announced it is reducing the price of some 4,600 Marque Repère private label SKUs, and that it will maintain these low prices for the duration of 2019.
Marque Repère is Leclerc's main private label brand, signified by its red and white 'compass' logo.
The reductions took place on 2 January, and will be implemented across all 681 Leclerc stores, in its 620 Drive outlets, and on the home delivery site E.Leclerc Chez Moi.
However, Leclerc has said that it will refrain from reducing the price of products of agricultural origin and from fishing and aquaculture, in order to support producers in these categories.
Support For France
'Since its creation, E.Leclerc has been fighting to support the purchasing power of the French, to give them access to products or quality services at the right price," the company said in a statement.
'This fair price necessarily implies support for agricultural production, in a difficult period for producers and breeders. As a result, the decline applied to Marque Repère products will not affect those sourced from agriculture.'
The Marque Repère range consists of around 5,400 SKUs, some 75% of which are manufactured in France, ranking from food and beverage to personal care and home care products. The range positions itself around 30% cheaper than national brands.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: The European Supermarket Magazine.
