Super de Boer intends to sharpen its focus on pricing and promotions while working to improve its customer offering through store refurbishments, the Dutch retailer revealed today (14 January).

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“We are working to provide value in a competitive market where people are increasingly concerned about price,” a spokesperson for the company told just-food.


“This will be achieved by enhancing our private-label offering and remodelling a number of stores,” the spokesperson continued.


Super de Boer, the second-largest food retailer in the Netherlands, has looked to improve its performance by restructuring operations with the closure of loss-making outlets.

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