Biedronka, Portuguese retailer Jeronimo Martins’ Polish arm, is undergoing an extensive rebrand and revamp.
The move, part of the company’s EUR1.6bn (US$2.03bn) capex programme for Poland between 2012 and 2014, will see a new logo introduced and stores redesigned to give them a cleaner layout and make shopping more convenient, the company said.
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“The logo refreshment and the new design and layout of the stores puts us a step ahead of the consumer market’s needs and expectations,” Biedronka marketing director Adam Manikowski said. “The stores where the changes have been tested were evaluated very positively, which only reinforced our belief that we have chosen the right development direction.”.
The changes will be advertised in a marketing campaign with the tagline: “Let yourself be surprised by Biedronka quality”.
Biedronka represents 59% of Jeronimo Martins’ sales. Last week, the Portuguese retailer reported that its Polish subsidiary saw its sales 20% sales jump in 2011.
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By GlobalData
