• Dia to launch Fresh format across Spain
  • Stores to meet consumers' demands for fresh products
Dia said it will boost the pace of Fresh store openings in 2013

Dia said it will boost the pace of Fresh store openings in 2013

Spanish discount retailer Dia has announced plans to launch a neighbourhood store model across Spain under the banner Dia Fresh.

The format, which focuses on consumers' demands for fresh products, will stock items such as fruit, vegetables, meat, fish and bakery, the company said.

Around 20 stores are expected to open before the end of the year, each of which, Dia is investing EUR250,000 (US$322,000) in. The retailer said it will boost the pace of store openings in 2013 and has not ruled out the idea of extending the format into other countries.

The stores, which will have an average surface area of 150sq m, are designed to complement Dia's current Market and Maxi formats and will be located in urban areas.

"Each store, with four to six employees, has a new image, fresher and more up to date, in line with the Mediterranean diet products on offer," Dia said.

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DIA extends its range of store formats with the launch of DIA Fresh

DIA is launching a new neighbourhood store model focused on covering its customers' demand for fresh products.

The company will boost the pace of openings in 2013 in the Spanish market. It does not rule out extending this format to other countries.

DIA takes a further step in the growth of its business with the launch of its new store format: DIA Fresh. These specialized premises, with an average surface area of 150 square metres, will focus mainly on the supply of fresh products such as fruit, vegetables, meat, fish and bakery, in addition to a wide range of pickles sold by weight.

In line with its commitment to neighbourhood shopping, the company is thus 
complementing its existing DIA Market and DIA Maxi formats with this model which will be located in urban centres, with the aim of being closer to the customer, while at the same time providing staff specially trained in the handling of fresh products.

Each store, with 4 to 6 employees, has a new image, fresher and more up to date, in line with the Mediterranean diet products on offer.

DIA, which expects to accelerate the pace of openings of these stores in Spain 
by the end of 2013, does not rule out taking this new format to the other countries
where it operates.

In addition to the prominence of perishable products, the shops also include sales points of ready-made food to take away, and a section devoted to "last minute"
products. DIA Fresh stores are open from 9.30 am to 21.30 pm without a break, from Monday to Saturday.

Original source: Dia