The Delhaize 'The Lion' Group passes in 1999 the 2,000 stores mark. This year, 219 stores will be added, an increase of 11,5 %, making a total of 2,123 stores (without the 152 supermarkets of Hannaford Bros). The Delhaize 'The Lion' Group is inviting its customers to join in the celebrations with a worldwide campaign in food products - a first for the Group. The 'More than 2,000 stores'-campaign underlines the innovative capacity as well as the integrated strategy of the Delhaize 'The Lion' Group.
The promotions will run from September 8 until October 2, 1999, in the countries where the Delhaize 'The Lion' Group operates. The Group's buying and sales departments have worked together intensively to draw up an exceptionally attractive offer.
The marketing campaign consists of three parts which are to run concurrently:
- During the campaign, the stores from the Delhaize 'The Lion' Group will offer each day one product at a very competitive price. The products are chosen by each company individually in order to tailor them to local tastes.
- In the second part of the marketing campaign, the Delhaize stores will sell products from 7 global producers at very attractive prices. Suppliers will include Kellogg Cy, Nestlé SA, Unilever Plc/NV, Mars Inc, The Coca-Cola Cy, The Procter & Gamble Cy and L'Oréal.
- In the third part of the campaign, the stores of the Delhaize 'The Lion' Group will offer products that are characteristic of the countries in which the Delhaize 'The Lion' Group operates. Each week, several countries will be featured. The products will be characteristic of Belgium, Luxembourg, France, the United States, Greece, the Czech Republic, Slovakia, Thailand, Indonesia and Singapore.
The 'More than 2,000 stores'-campaign illustrates the Delhaize 'The Lion' Group strategy which is based on differentiation, integration, globalization and growth. The Delhaize 'The Lion' Group distinguishes itself from its competitors by organising a worldwide campaign in food products. As such, Delhaize 'The Lion' is making full use of the international cooperation that is continually pursued among all the Group's operational units. These synergies will be expanded further in the future.
By late June 1999, the Delhaize 'The Lion' Group was operating 2,056 stores in 10 countries on 3 continents. In 1998, the Delhaize 'The Lion' Group, which is listed on the Brussels Stock Exchange, reported sales of BEF 520.9 billion (EUR 12.9 billion) and a net profit (part of the Group) of BEF 6 billion (EUR 149 million). By the end of 1998, the Delhaize 'The Lion' Group employed 119,000 people.
More information:
Guy Elewaut, Investor and Financial Press Relations Manager, Delhaize 'The Lion' Group.
Tel: 32 (0)2.412.29.48.