FRANCE: Auchan launches single banner project | Progresiv
Patrick Espasa, head of Auchan Retail France, has revealed that the retailer is bringing its diverse banners together under a single identity built around the strength of the Auchan brand. 
Auchan aims to create a multichannel, digital brand presence across all of France and all group activities: hypermarkets, supermarkets, proximity stores and e-commerce. Auchan has a diverse group of banners in France, from Simply Market for supermarkets to A2Pas convenience stores, premium store Simply Market Gourmand and fresh food format Partisans du Goût. Further detail will be revealed in the coming months.
Auchan began changing its hypermarket image in France last year, to emphasises its multichannel business and help it become shoppers' destination brand. This latest move continues the streamlining of the Auchan business which should help bring more focus to Auchan's disparate operating companies, and enable it to better coordinate its FMCG retail formats under a single strategy. (www.igd.com)
