GERMANY: Metro “optimistic” on Real turnaround
Metro Group, the German retail giant, has told just-food that it is "optimistic" about plans to rejuvenate its flagging Real hypermarket chain.
Metro intends to make Real "more customer friendly" and strengthen the brand name. The retailer also plans to streamline operations and dispose of around 40 outlets, which will be sold to competitors or closed, the company told just-food.
"Improving the performance of Real is the top priority for our board," a spokesperson for the company told just-food. "We gave a two-year timeframe to turn Real around. We began this process with a big advertising campaign a few weeks ago, but this is only one part of our strategy."
Metro also confirmed its intention to dispose of its Kaufof business. "As previously disclosed, we will exit the Kaufof business in Germany and Belgium," the spokesperson added. "We are currently considering our options, but as Kaufof is a profitable business we are under no time pressure."
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