Dutch retailer Laurus is set to change its name to Super de Boer, the name of its flagship chain of stores.
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The name change will go live on 1 January with the company to move its head office at the start of March.
Laurus, the Netherlands’ second-largest food retailer in terms of sales behind Ahold, has spent much of the last 18 months restructuring its business.
The company has decided to focus on its Super de Boer stores, sell off its Edah and Konmar outlets, consolidate its distribution network and cut head office jobs.
CEO Jan Brouwer said: “We intend to mark the completion of this year of transition by making a break with the past, while continuing to work on building a new and successful organisation. With a clear challenge before us and our focus on a single retail format, we will bid farewell to the Laurus name and continue as Super de Boer.”
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By GlobalDataLike-for-like sales from Laurus’ Super de Boer outlets have risen this year, climbing 3.5% for the nine months to the end of September.
