Auchan: initiatives underlining its new Renaissance strategy

Date : 02 September 2020

Jon Wright

Head of Insight - RA EMEA

As it looks to build on the positive performance in H1, Auchan has rolled out programmes across its operations in Europe as it embeds its Renaissance initiative and focuses on its Auchan 2022 strategy.

Auchan extends partnership with OMV Petrom

Auchan and OMV Petrom have announced an extension to their partnership, which will see the addition of further MyAuchan convenience stores on the latter’s petrol forecourts in Romania. The existing Petrom stores will be rebranded to MyAuchan over the next five years, taking the total to 400, giving shoppers access to a range of 2,500 SKUs, across food and non-food categories, from Auchan. The extension of the partnership comes after Auchan and OMV first signed an agreement in February 2019.

Auchan evolves strategy in Russia, again

While facing continuing challenges in the country, Auchan is looking to trial several initiatives to turnaround its performance. The plan, which was discussed by the country’s managing director in an interview with local paper RBC, Johannes Tholey, will see it look to roll out developments once the effects of the coronavirus pandemic have subsided. Tholey said the retailer is looking to open pedestrian drives to support its ecommerce operations, while it will repurpose space in its hypermarkets, dedicating areas to third party brands, like Decathlon and Leroy Merlin, consumer foodservice brands and entertainment venues for families with children. As it looks to optimise its network, Auchan will also consider closing further unprofitable hypermarkets in the country.

Auchan adds new products in Portugal

Auchan has added the Geo Do Prado range in Portugal, a step it believes helps it differentiate from the competition by providing an organic range of premium meat products to its offer. The meat comes from the Geo Park Naturtejo, a UNESCO heritage site, and is the first regionally-produced organic meat produced in Portugal.

Auchan sells Lillapois stores in Italy

As it looks to complete its exit from Italy, Auchan has sold its Lillapois chain, which is made up of about 50 stores. The Lillapois brand, which specialises in home and personal care products, has stores mainly in northern Italy, as well as an ecommerce presence. The value of the sale, which has been made to Crai affiliate Dmo Spa, was not disclosed.

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