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.
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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.
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By GlobalDataIn 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.
