Delhaize Luxembourg invests in proximity stores, not in e-commerce

Delhaize is celebrating its 100th anniversary in Luxembourg and has just opened its 56th store there. The retailer is not developing any e-commerce activities in the Grand Duchy for the time being, but is focusing on proximity stores.

“Supermarket has reached maximum”

In Esch-sur-Alzette, a brand new Proxy Delhaize opened on Wednesday, near the train station in the city centre. It is the 56th store for the retailer, which has three more store openings planned in Luxembourg this year. Delhaize has been present in the Grand Duchy since 1922 and is now the second food retailer there, after the strong local market leader Cactus.

The retailer is mainly focusing on the proximity store formats Shop&Go and Proxy, which respond better to the changed consumption habits since the pandemic, says country director Cédric Gonnet to Paperjam: “We realise that the supermarket format in Luxembourg has probably reached its maximum and that consumers prefer proximity store formats. So, to be honest, we would like to go more towards cities of 3,000 to 5,000 inhabitants with medium-sized stores.”

E-commerce is therefore not yet the order of the day: “We prefer to invest in our stores and know that we cannot fight on all fronts at once.”

The Luxembourg stores bring the best of Delhaize Belgium but adapt about 20% of the assortment: not only with local products but also with a specific offer for the Portuguese and British population that is strongly represented there.