Spanish discount retailer DIA is to trial its Dia Fresh store format in France, following its launch in Spain last year.
Dia Fresh, the retailer's new neighbourhood store concept, is a small-format banner with an emphasis on fresh produce such as fresh fruit and vegetables, meat, fish and baked goods, as well as soft drinks and snacks. The format was piloted across Spain last year, with 20 stores now in operation.
CEO Ricardo Currás has said the group will launch the format in the southeast of France this June.
Following DIA's recent exit from the Turkish market, Currás emphasised the retailer's commitment to France, tell LSA, “We have put in place a relaunch scheme since February, in which we have set a lot of hope.” (30 April)
© 2013 - ESM: European Supermarket Magazine by Kevin Kelly
