Spinneys to launch ‘Happy’ discount chain in Lebanon

Date : 21 October 2014

In an interview with the Lebanon’s The Daily Star, the chief executive of Egypt-based Spinneys, Michael Wright, discussed the retailer’s plans to open its first discount store, under the Happy fascia in the Lebanon.

Happy to help Spinneys target different shoppers

Wright began by discussing how the Happy fascia would enable the retailer to target a different shopper base to its premium Spinneys brand, noting how retail markets in Europe and the US had often developed to the benefit of upmarket and value oriented retailers, squeezing those in the middle ground. Wright said Spinneys felt that value-oriented retailers in the Lebanon presently offered a comparatively weak range and provided cheap products, but not necessarily value for money.

Wright said that he believed Happy would enable the retailer to help all shoppers save money and would not be solely targeted at poorer shoppers. He said that he hoped shoppers would embrace the brand’s offer and enable them to save on staple products so that they could spend on items they wanted to invest in.

Range to focus on private label, both Happy’s and other retailers’

Wright said that Happy’s range will provide the key brands Lebanese shoppers look out for, but with this bolstered by its own private label range and with private label products from France’s Auchan, UK’s Tesco and US’s SuperValu. Happy will not operate solely an everyday low price model and will run some promotions to make sure it is offering the best prices in a ‘sustainable and profitable’ way.

Happy to be opened in Lebanon and then other markets

The first Happy store will be opened in Zouk Mosbeh with another set to follow in Choueifat, a suburb in southeast Beirut. If successful, the brand will then be extended across Lebanon before being expanded into the wider region with stores possibly to be added in Egypt, Saudi Arabia and Jordan in the longer term.

Jon Wright is Europe, Middle East & Africa Region Manager at IGD and is responsible for conducting and shaping the research programme across these regions. Jon has been analysing global retailers and emerging markets for more than a decade.