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Auchan Continues Store Rebranding Programme In France

French retailer Auchan is reopening two of its stores in Paris this week, after being rebranded from Simply Market to Auchan Supermarché.

The two stores, located in Châtillon-sous-Bagneux and Antony-Pascal in the capital's Hauts-de-Seine department, were refurbished over the past four weeks.

The supermarkets will now provide customers with an expanded offering, and a wide range of foods prepared on site, and will also create a number of new jobs for the area.

Transformation Plan

This move is part of a larger programme from Auchan Retail, which aims to establish a single brand across its network in France, as well as in foreign markets.

A total of 177 French supermarkets have already been rebranded, but the retail group says that by June 2018, all 280 of its supermarkets in the country will have been refurbished under the Auchan Supermarché banner.

The company says that the scheme will allow it to become a 'multi-format phygital trader,' operating under a single brand name in all the countries in which it is present.

Last December, Auchan Retail announced that it was establishing a new management committee to support the next stage of this transformation plan, with the aim of creating a more international and 'close-to-the-ground' leadership team.

© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Sarah Harford. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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