PARIS — Carrefour Group is launching a new private label initiative in France and Belgium meant to rival hard discount brands.

This story first appeared in the April 23, 2009 issue of WWD. Subscribe Today.

Called Carrefour Discount, it will, at its launch in France in late May, include 200 units and, by fall, 400 units. Of these, 17 percent will be in the perfumery and hygiene category — and include items such as shampoo, tissues and wipes — and 83 percent in the food segment.

Gilles Petit, Carrefour’s executive director for France, said during a press conference in Paris Wednesday that there is no plan to expand the Discount line into other product categories, including textiles. Carrefour Discount is to be sold in 1,200 French doors, including Carrefour, Carrefour Market, Champion, Carrefour City, Carrefour Contact and

Carrefour reported first-quarter 2008 revenue slipped 2.8 percent to 22.72 billion euros, or $29.71 billion. On a same-store basis, sales fell 4 percent.

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