Auchan Retail Portugal has formally rebranded its Jumbo and Pão de Açúcar stores under a single Auchan banner, as part of a strategy announced in April 2018, however the transformation process of said stores is still ongoing.
The aim of the strategy, which has been decided on group level, is to convert all food stores to the Auchan brand, which will become a standard for all 14 markets the French retailer is present in.
The company is investing around €90 million for the opening of new stores, rebranding and modernisation of the current store network. Of the total, €5 million is to be earmarked for the adaption of all stores to a single brand.
International Brand
According to Auchan Retail Portugal CEO, Pedro Cid, the company is betting on the Auchan brand “because it is international, adapts to our profile and mirrors our plans to build a more digital brand”.
Auchan Retail operates 36 supermarkets and hypermarkets in Portugal, as well as 27 My Auchan neighbourhood stores and 27 petrol stations.
Auchan Retail Portugal ended the first half of 2019 with a profit of €768 million, growing 12.1% on the same period last year.
Earlier this year, as part of its 'Renaissance' plan, the Auchan Retail announced it will rationalise its investments during 2019 to focus on the profitability of the current portfolio of stores. Measures include the optimisation of maintenance and energy consumption costs and renegotiating rents.
© 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
