French retailer Carrefour has said that it expects an overhaul of its Champion outlets to result in a significant profit increase by 2011.

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“As from 2011 we will expect an extra EUR200m in our operating profit,” CEO Jose Luis Duran told French business newspaper Les Echos.


Carrefour today (25 June) officially announced a rebranding of its Champion supermarkets, which will now be called Carrefour Market.


As just-food reported at the beginning of this month, Carrefour has extended its single-brand strategy in France in order to simplify its offering and strengthen its namesake brand.


“We think the [conversion of] Champion stores [is] a fantastic opportunity for our teams and franchisees,” Duran said.

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Duran added that the company would invest around EUR200m in the rebranding of its Champion supermarkets.

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