New owner begins converting Italian Carrefour stores to the “historic” GS brand

NewPrinces Group, the food company that acquired Carrefour’s Italian operations last year, is preparing to rebrand the stores under a brand familiar to millions of Italians.

Strengthening the connection with consumers

The historic Italian supermarket brand GS, which disappeared after being acquired by Carrefour in 2000, is making a comeback. NewPrinces Group, the new owner of the Italian Carrefour stores, is reestablishing GS as the flagship brand for the group’s retail operations. The company recently unveiled the new logo, inspired by the old GS brand (notably a red circle, just like the GB brand that Carrefour acquired in Belgium during the same period).

In the coming months, the company will begin the gradual renovation of its stores and the modernization of its network across all formats. This involves approximately 1,000 stores, including about 750 franchise stores.

For NewPrinces, the return of GS is more than just a rebranding, the company emphasizes in a press release. The move is part of the group’s industrial strategy, which aims to integrate production, logistics, and distribution into a single supply chain model. The goal is to strengthen the connection with the end consumer through a recognizable brand rooted in the legacy of Italian retail.

“The GS logo embodies an important history and a bond that has been built over time with millions of customers. That is why we have chosen to retain its most recognizable elements,” says NewPrinces Chairman Angelo Mastrolia.