In 2019, LetterOne Retail became the majority owner of Spanish retailer DIA Group. Its ‘Make DIA a Champion’ strategy aims to turn the business's performance around in five years.  

In this report we explore DIA’s strategy and its renewed focus on Brazil. We uncover why it could be a key retailer to watch in the medium-to-long term. 

Subjects we cover: 

•    implementation of new localised leadership structure
•    an in-depth review of DIA's latest store designs in Brazil
•    how DIA is enhancing its assortment and re-positioning private label
•    the impact of COVID-19 and how the business is adapting to offer ecommerce 
•    competition and challenges in the market.