A Supeco supermarket in Yvelines to compete with Lidl and Aldi

The Carrefour group opened this Wednesday in Buchelay, in the Mantes-la-Jolie sector (Yvelines), the first store of their discount brand Supeco in Île-de-France, reports

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Three or four more stores should be established in the region before the end of the year.

In Mantes-Buchelay, there are already nearly a dozen supermarkets, including an E.Leclerc which opened at the start of the year.

"We are going where it is interesting for us, where we think it can work because there is a potential customer base", however, estimated Louise Machenaud, director of the Supeco project.

Compete with Lidl and Aldi

The Supeco stores thus allow the group to compete with other stores such as Lidl or Aldi in the discount segment.

Supeco differs from these other brands by the significant presence of major brands (half of their products) and by a food destocking offer.

The supermarket is also part of the renewal of the discount image, led in particular by Lidl and Aldi since 2012. Thus, at Supeco, the customer experience has been designed "so that shopping is a pleasant moment". after Louise Machenaud.

It remains to be seen whether Supeco will succeed in winning despite the increasingly pressing competition.

In Île-de-France alone, 15 new Lidls should open within a year.

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