Locally-based retailer Profi has opened the first of its ‘City’ branded stores in Cluj-Napoca.
Store design to help retailer target urban locations
The retailer has said that the extension of its Profi brand will enable it to meet the needs of a different shopper group to its standard store, by narrowing its range to target the needs of neighbourhood-based customer base. The ‘City’ brand will see Profi adapt its signage, changing it from red to green, which the retailer says will help it highlight the emphasis that the stores put on fresh goods, and the inclusion of a clock on its logo to ‘suggest the time savings that can be made by those who use the stores’.
Smaller store format to be expanded through franchising
Profi’s standard store format is a supermarket, but the Profi City banner will mark its first foray into the convenience channel. The first five stores under the brand measure between 180 sq m and 316 sq m and enable the company to compete in new areas of the market.
To help speed the pace of expansion, Profi has said that it will enable franchisees to take on stores. Commenting on the strategy, Pawel Musial, Profi’s director general said: “Retailers who want to run their own business but do not have the money and the knowledge needed to make a profit will be supported.”