GERMANY: Metro revamps own-label range
By: Dean Best | 24 November 2009
Metro Cash & Carry, the wholesale arm of German retail giant Metro Group, has revamped its own-label range, which is to be sold across 30 markets.
The company unveiled the overhaul of its private-label portfolio in Dusseldorf this morning (24 November) and set an ambition of almost doubling its sales of own-label products.
The group said it would sell a "lean" portfolio of six lines, including the entry-level Aro range and the upmarket Fine Food brand.
The six own-brand lines will, on average, be 10-20% cheaper than "similar branded products", the wholesaler said.
"This new approach allows us to offer our professional customers a real added value. This is especially important in the course of an economic downturn," said Thomas Rudelt, Metro Cash & Carry's head of corporate own-brand management.
In 2008, Metro Cash & Carry's own-label sales amounted to some EUR3bn (US$4.5bn) - or 10% of revenues. The retailer has set a target of taking own-label sales to around 20% of turnover by 2012.
Sectors: Baby food, Bakery, Chilled foods, Retail, Snacks
Companies: Metro Group
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