Italian discounter In's Mercato plans to consolidate its brand identity and expand market penetration during 2021.
The banner, owned by the Pam-Panorama retail group, is planning 30 new store openings and 90 store restyling projects in Northeast, Northwest and Central Italy over the coming year.
The new stores will include the In’s Forno bakery department and the In’s Orto loose fruit and vegetable department, new concepts that were introduced during 2020.
In's Orto dedicates significant attention to products of Italian origin, to PGI and seasonal products, while In's Forno prepares both sweet and savoury baked goods, offering about thirty product references.
From this year, the discounter will also launch In’s Pescheria, offering a selection of packaged seafood specialties, including fish, shellfish and ready meals.
Environmental Focus
In's Mercato said that it will also carry out targeted actions to reduce the impact on the environment. These include the launch of a new collection of shopper bags in 80% recycled plastic, featuring original illustrations by artist Diego Cusano.
At the same time, the retailer has reduced paper flyers and mailouts by 35%, in favour of digital flyers, conveyed through new media channels.
Electricity savings will be made thanks to the installation of optimised refrigeration units and LED lighting in all new stores.
Based in Venice, In’s Mercato is the fourth biggest player in the discount segment in Italy (after Eurospin, Lidl and MD), boasting more than 470 stores in nine Italian regions.
© 2021 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
