Carrefour is extending its “single brand” strategy in France in order to simplify its offering and strengthen its namesake brand.
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Over the past three years, Carrefour has taken its international operations and unified them under the Carrefour banner, with some “pragmatic exceptions”, CEO Jose Luis Duran said at a retail conference in London yesterday (4 June).
“We have reduced our priorities – we had too many countries, too many brands, too much to think about,” Duran told his audience of retail executives at the IGD Retail Conference.
“By reducing our priorities, the messages have been clearer. We have been able to adapt and it is paying off.”
Duran revealed that the company has now converted 16 of its Champion supermarkets in France to the Carrefour format to test the move.
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By GlobalDataWith a formal announcement due in the coming weeks, Duran said that the remaining Champion stores were likely to follow suit.
“We think the [conversion of] Champion stores are a fantastic opportunity for our teams and franchisees,” Duran commented.
While Carrefour is simplifying its business model, Duran was keen to emphasise that this did not mean reducing the number of formats the group operates in, suggesting that Carrefour was also looking to expand in smaller formats such as supermarkets and c-stores.
“We prefer to encourage balanced multi-format growth,” Duran said.
