French retail giant Carrefour has indicated that it hopes to revitalize its hard discount business in France with the opening of its first test stores under the Dia banner.
“The hard discount France division will rely on the successful development of the Dia concept in Spain, birthplace of the Dia brand,” Carrefour said.
According to the company, the stores will offer French consumers a “new shopping concept,” with a “strong cohesion” between the banner and the Dia distributor-brand products, which have been on sale at the group’s Ed stores for the past eight years.
Carrefour will convert two Ed stores to the Dia banner. The first two stores are located in Villeneuve Saint Georges and Mâcon and are expected to open at the end of May.