RetailAnalysis
16 March 2017
Delhaize Belgium: celebrating 150 years

We outline how Delhaize is celebrating its 150th anniversary in Belgium, as the retailer commits to refurbish 120 Belgian Delhaize stores in 2017 in line with a new concept and reveals a charitable private label promotion.

Next phase in refurbishment programme

Delhaize introduced its new store concept in Wezembeek-Oppem and Braine in 2014. Since then, new features have been introduced in any refurbished stores. In 2016, 64 stores were refurbished, while 120 stores will be refurbished this year.

Vegetable roof garden launches

On a related note, Delhaize is also set to launch a vegetable roof garden on its Delhaize Boondael supermarket in Ixelles. This will involve employees and the local community, while the produce, including tomatoes, lettuce and aubergine will be sold in the store below. This idea could be introduced elsewhere in the country if successful.

Meanwhile, in the Netherlands last year, Albert Heijn has reopened its recently renovated XL supermarket in Purmerend, which it claims has the first in-store farming unit in the Netherlands. The store is also reported to be the most sustainable supermarket in Europe. Read more about this here.

Charitable private label initiative

Another way Delhaize is celebrating its 150th anniversary is by introducing a charitable promotion in partnership with the Make-A-Wish foundation. Here, the retailer will donate part of the proceeds of eight private label products to the charity. The product packaging has also been redesigned to reflect Delhaize’s anniversary.

Source: Delhaize

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