Colruyt secures prestigious location for premium chain CRU

Colruyt secures prestigious location for premium chain CRU

Belgian discounter Colruyt is going to open a store of its premium chain CRU in a top notch location: on the Groenplaats in the heart of Antwerp's city centre. Colruyt had acquired the location for a Spar store, but decided that it fitted better with its up-market format.

 

No Spar

The choice to change the store's destiny was an easy one, says the chain's Jo Spiegeleer: "This was a unique opportunity for us and we grasped it with both hands. Antwerp is and remains an absolute 'must have' for us. We are convinced that this central location will bring CRU extra opportunities. We believe in our concept and look forward to getting more people acquainted with this unique format."

 

The number of CRU stores remains at three nonetheless, as the new store in Antwerp will replace the one in the Antwerp suburb of Wijnegem. Moreover, there are also CRU stores in Overijse (near Brussels) and Ghent. The discount group started its premium chain in 2014, aiming at an other target audience than with its eponymous stores and creating "a relay of passion".