A new supermarket group, Comidà, is to be launched in Italy in 2019, along with the rollout of three new private label ranges.
The venture is backed by Italian investment funds, ‘international retailers with a presence in the Iberian peninsula’ and local business leaders, according to reports.
An online recruitment campaign has already been launched for affiliates and the focus of the company will be on four main areas.
These include efficient marketing services (‘using the most advanced information systems and the best intelligence technologies’); transparent purchasing (‘agreements with industry and individual suppliers accessible to all members’); a commercial collaboration platform that goes beyond ‘simple’ contracts; and ‘tailor-made solutions’ for store assortments (‘designed to meet the needs of individual points of sale’).
Private Label Focus
Comidà will operate three core private label brands.
The basic line, Comidà, will consist of everyday products with the guarantee of a controlled supply chain. Amò, dedicated to well-being and healthy food, will offer organic and free-from products, while the premium range PreMio will provide quality local products sourced throughout Italy.
An advertising campaign has been launched which initially focuses on online and print media, with an estimated investment of around €100.000. Later, the company plans to extend the promotional campaign to TV and radio.
Comidà is entering the Italian food retail market at a time of a stagnation in consumption and a decline in consumer and business confidence.
In addition, the market is very close to saturation and in recent years has mostly relied on discounters for growth. It remains to be seen what will be the market strategy of the new player will be and how can it efficiently compete with the established players.
© 2018 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
