Grand Frais, another great European brand name set to take Italy

02/07/2017
In brief
The first Grand Frais supermarket – the fourth most popular brand name among French consumers for the BFM television channel – will open in Beinasco by the end of 2017.

Grand Frais is a French supermarket brand name. Founded near Lyon in 1992 by entrepreneur Denis Dumont, in March 2017 it passed under the control of Ardian, the French-American private equity giant. From autumn Grand Frais will also appear in Italy. A brand name that bases its strength on assortment and competitive prices, Grand Frais is the fourth most popular brand among French consumers according to French television channel BFM, on a par with Decathlon and after Amazon, Picard Surgelés and Yves Rocher. At the end of 2016, Grand Frais operated with a sales network of 184 outlets mostly in France, with sporadic appearances in Belgium and Spain, for a global turnover exceeding one billion euro. In September of 2015, it had incorporated five of the six Carré des Halles stores, one of the main competitors in the ultra-fresh sector. The shops have an average surface area of around 1000 square metres, located mostly on the outskirts and close to roads with heavy traffic. The particular supermarket format is inspired by the covered marketplace; the assortment covers fruit and vegetables, meat, fish, international gastronomy, milk and cheeses. The butcher’s and dairy produce departments are usually run in agreement with third parties, as is the case with bakery, which complements Grand Frais’s food offer in France through a partnership with the Marie Blachère group. The first Grand Frais establishment in Italy will be in Beinasco (Turin) thanks to an agreement with the municipality, in a degraded area subject to redevelopment. This is not the only major event for the large-scale retail sector in Italy: of the major European brand names, ALDI will shortly open its first supermarket. After opening its administrative headquarters in Verona, the German retail giant is continuing with construction of its own warehouse in Oppeano and in the meantime has bought the area of ​​the former Idrotermici in ​​Padua at auction, where the first Italian supermarket will be inaugurated.