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Colruyt Group is taking over all shares of Delitraiteur from Louis Delhaize Group. The move allows the Belgian discounter to venture further into convenience.
Easy and healthy meals
“After thoroughly considering the future of Delitraiteur, Louis Delhaize Group has concluded that the brand and its 41 shops have greater potential when integrated into Colruyt Group”, the retailer announced in a press release. Colruyt Group states that with this acquisition, the company wants to grow further and focus more on offering convenience to customers.
“We see that customers have a greater need for convenience and are looking for easy and healthy meals. In the past few years, we have therefore already put a lot of effort into this by increasing our presence in the cities, opening Okay Direct stores where customers can do their grocery shopping 24/7, expanding the fresh range at Okay and (recently) participating in BON – the gourmet bar that offers high-quality and home-made on-the-go products. The acquisition of Delitraiteur allows Colruyt Group to focus even more on a convenience offer, with ready-to-heat and ready-to-eat meals”, COO Jo Willemyns added.
Brand is preserved
Delitraiteur was founded in 1990 as a specialist in meal solutions with more than 200 freshly prepared dishes, salads and sandwiches that can be taken away or consumed on the spot. The chain also offers a wide range of food, including more than 1,000 Belgian products and lots of exclusive items. Today, the chain has forty locations in Belgium and one in Luxembourg. All but three stores are operated by independent entrepreneurs.
Colruyt Group plans no changes to the brand, concept and franchise model and is taking over all teams. The parties involved are not giving financial details of the transaction, which is expected to be completed in the first quarter of 2025.
