An exclusive report in LSA shows that the agreement signed between Système U and Auchan in September 2014 is evolving and strengthening at a considerable pace.
The latter has proposed that 70 Système U hypermarkets (Super U stores) be rebranded as Hyper U outlets, which, it hopes, will bear the Auchan logo. The former is known for its expertise in hypermarket economics and market research.
The changing of the hypermarkets' branding from Super U to Hyper U would, if finalised, be effected over a three-year period, with the first set of hybrid outlets appearing in August of this year, according to the report.
It is not regarded as surprising that Auchan and Système U have solidified their relationship in such a manner, as the first four months of their partnership has seen lightning-speed success.
LSA describes this new deal as "a key moment in this alliance which will surely play out over the coming weeks."
In September, Le Monde published an excerpt of the joint statement of, respectively, the fifth- and sixth-biggest grocers in France, which said their agreement would mean negotiating prices together for brands both national and from abroad.
© 2015 European Supermarket Magazine – your source for the latest retail news. Article written by Peter Donnelly.
