PARIS (Reuters) – Carrefour CARR.PA This month is launching two Supeco stores in northern France, Europe’s largest food retailer said on Wednesday.
Supeco was launched by Carrefour in Spain in 2012 when Pascal Clouzard headed the Spanish activity. Clouzard became boss of Carrefour France in 2017.
Carrefour currently operates 23 Supeco stores in Spain, 15 in Romania, two in Poland and one in Italy.
The first French store will open in Valenciennes on Wednesday and a second will open on September 25 in Onnaing, he said.
“Carrefour is adapting Supeco to the French market to offer a model based on soft discount,” said the company, referring to less stripped-down marketing than full-fledged cash and carry stores.
The stores will offer bakery and butcher corners and more fresh products than a classic cash and carry store.
French stores will offer around 2,000 products instead of 15,000 in a traditional Carrefour supermarket, at attractive prices according to the group.
Carrefour brand products will constitute the bulk of the food products offered.
Carrefour, which operates more than 12,000 stores worldwide, including 5,200 in France, is committed to a five-year restructuring plan to reduce costs and boost performance.
In France, it faces pressure from its traditional rivals such as Leclerc and Amazon. AMZN.O, as well as in the discount sector of Lidl, which has managed to change its business model to increase its market share to almost 6%.
Costco, warehouse club operator in the United States COT.O also opened its first warehouse in 2017 in Villebon-Sur-Yvette, near Paris, and plans other stores.
Carrefour left hard discount last year in France by closing or selling 273 underperforming Dia stores.
Reporting by Dominique Vidalon; edited by Jason Neely