Carrefour will no longer attach the Carrefour Discount name to its discount product range from 2015 onward. CEO Georges Plassat wants to sever ties between the Carrefour logo and discount products.
Plassat does not like discount
Customers will still be able to purchase Carrefour Discount products, but the company wants to get rid of the idea that Carrefour is an inferior brand and that is why it will remove its own logo from the products.
"It obscures our image", CEO Georges Plassat said several months after his appointment. "The competition is not selling discount products under its own name, is it?" Former CEO Lars Olofsson, who resigned in 2012, created Carrefour Discount in 2009, but his successor had made it quite clear early on that the discount label would disappear.
Carrefour Discount products are not performing very well either, especially not in Carrefour's home market, France, where discounters are not as strong as in other countries. However, it does face a fierce price war with other hypermarket chains like E. Leclerc and Intermarché.