Delhaize Serbia Rebrands Belgrade Hypermarket

By Branislav Pekic
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Delhaize Serbia Rebrands Belgrade Hypermarket

Delhaize Serbia has announced that it is to rebrand the Tempo Ada hypermarket in Belgrade as Mega Maxi on 30 July.

The rebranded store promises a new shopping experience for customers, with an assortment of quality products at affordable prices.

The Dutch-Belgian-owned retailer operates 12 hypermarkets under the Tempo banner located outside major cities.

According to Delhaize Serbia, the rebranded store will focus on fresh products, including fresh ingredients for preparing meals, and offer an expanded range of non-food items.

Presently, it is unclear whether the new banner will substitute all Tempo stores.


Changing Consumer Preferences

The hypermarket model has suffered in recent years in Serbia due to the economic situation and changing consumer preferences. 

This has led several leading players in the Serbian retail market to shutter larger hypermarkets, including DIS, Univerexport and Mercator-S.

The 6,000-square-metre Tempo Ada store, housing around 30,000 items, was the first hypermarket in Serbia to comply with global trends in interior design. 

With a network of 444 stores, Delhaize Serbia also operates two other banners in Serbia – Maxi (supermarkets) and Shop&Go (neighbourhood stores).


Earlier this month, the retailer opened its largest Maxi supermarket in the country in the Beo Shopping Centre in Belgrade. 

It features an innovative store concept and novelties such as a unique Maxi bakery, juice bar at the entrance, wine cellar, beer bar, and a wide range of healthy products.

© 2020 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.

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