DIA Plans To Boost Portuguese Operation

By Branislav Pekic
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DIA Plans To Boost Portuguese Operation

Spanish retailer DIA is working on a new store concept for Portugal, home to its Minipreço banner.

The retailer plans to roll out a number of renovations, relocations and new store openings, as part of its strategic plan for the period running to 2023.

Speaking to Dinheiro Vivo, DIA Portugal CEO Miguel Guinea said that other priorities include the strengthening of the private label brand; the expansion of e-commerce coverage; the optimisation of the shop assortment to meet the specific needs of customers across the country; and the rollout of a new customer loyalty programme.

He added that DIA will continue with the optimisation of logistics processes, reducing the complexity of operations and inventory and introducing improvements to its supply chain.

Franchise Focus

Franchising will remain strategic for DIA's operations and a new model has been implemented to attract franchisees, with the goal of maintaining the leadership of the Minipreço brand in the proximity segment in Portugal.


According to Guinea, the aim is continuously evaluate the store network and double down on profitable shops that show like-for-like growth.

At the end of the first half of 2020, DIA had 251 franchises in Portugal (out of a total of 568 stores).

The retailer's e-commerce service, initially available in Lisbon, has now been expanded to customers in Amadora, Oeiras and Cascais.

In a separate interview for Jornal Economico, Guinea said that online will account for 2% of consolidated turnover by next year.

© 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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