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The Cora chain is completely disappearing from the French market in a few weeks’ time, as Carrefour will start the conversion of the sixty hypermarkets it had acquired tomorrow.
Three waves
Carrefour has split the sixty French Cora hypermarkets that will make the switch to Carrefour into three waves: a first wave of nineteen shops will make the transition from 1 October, a second wave of twenty hypermarkets will follow in mid-October, with the final wave of 21 hypermarkets starting at the end of October. The stores will remain open as usual during the two weeks of rebranding, the retailer reported in a press release.
First, the large sign with the Cora brand will be replaced, while the range of Carrefour products on the shelves will be significantly expanded. Indoor signage and employees’ workwear changes next, before the end of renovations is celebrated with a major commercial promotion – also in three waves. The celebratory events are planned on 25 October for the first wave, 5 November for the second wave and 19 November for the last wave. Carrefour promises customers the rebranding will result in a price reduction of at least 10 % on more than 3,000 references.
No impact in Belgium
Carrefour finalised the acquisition of the sixty Cora supermarkets and 115 Match supermarkets in early July. The Match chain will not disappear in France, as that supermarket chain has a strong position in the north and east of the country, with a high brand recognition and an expertise in traditional operating counters in fresh departments.
Nothing will change either for the seven Cora hypermarkets in Belgium: although the Louis Delhaize group discontinued Match’s operations in the country, selling most of the stores to Colruyt Group, it will retain its other Belgian operations until further notice. In addition to the Cora hypermarkets, these are proximity stores under the Louis Delhaize flag and meal chain Delitraiteur.
