Intermarché kicks off ambitious private label rebrand

French retailer Intermarché aims to earn 40 % of its sales through its private labels by 2026. The range will be rationalised and products will be redesigned, with the retailer’s name on the packaging for the first time.

More recognisable

The 9500 Intermarché private label references are currently part of 32 different private label brands, including Chabrior (biscuits), Paquito (juices), Pâturages (dairy) or Pommette (nappies). Their relative share of sales is currently 35.3 %, but within two years that should reach 40 %. The French food retailer is embarking on an ambitious project to generate two billion extra sales. One focus is the recognisability of its private label offering: the number of private label brands will soon drop to 25, the retailer announced at a press conference.

Moreover, the products will have a new design, with the Intermarché name appearing prominently in a white band at the top of the packaging for the first time. The retailer will also introduce 350 new products to its range next year. A special feature of Intermarché’s business model is the fact that the majority of its products come from one of the group’s 56 own factories. 85 % of the range is made in France.