Struggling Japanese supermarket Daiei is reportedly keen to establish a common private-label brand with its largest shareholder and business partner Aeon.

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According to the local Jiji Press news agency today (13 June), Daiei president Toru Nishimi said the company hopes to launch products under the new brand as early as the second half of this fiscal year.


Currently, private-label sales account for about 5% of Daiei’s total sales. The group hopes to raise this figure to more than 10% in the next two to three years.


The move is expected to have a positive impact on earnings from in the second half of the current fiscal year, Nishimi said.

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