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Auchan To Spend €1.3 Billion On Rebranding Over Three Years

Published on Mar 3 2017 2:05 PM in Retail tagged: Trending Posts / France / Auchan / branding

Auchan To Spend €1.3 Billion On Rebranding Over Three Years

Auchan will invest €1.3 billion in gradually making its array of banners more homogenous in a rebranding effort that will place greater emphasis on the Auchan brand itself, according to LeFigaro.fr.

Ninety percent of the capital will be put into its domestic network of outlets in France, according to Patrick Espasa, executive chairman of Auchan Retail France. The investment will be spread out over a three-year period.

Speaking at a press conference at Auchan’s central purchasing station in Villeneuve d'Ascq (Nord), Espasa said, “This historic investment – 30% larger than investments over previous years – will allow Auchan to achieve a new business vision for the next six years.”

“60% of the funds have been earmarked for the modernisation of stores, 10% for the improvement of employee working conditions, and 10% for the updating of digital channels,” he added.

Furthermore, over 2017, 256 Simply Market and A2Pas stores will be rebranded as Auchan Supermarché and MyAuchan, with further rebranding possible.

The retailer also intends to create a joint venture with Système U and Schiever, which will be called Alliance. The groups intend to develop a joint buying centre for the organisation in France in the near future, Reuters reported.

© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. Click subscribe to sign up to ESM: The European Supermarket Magazine.

 

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