Dia France

DIA is the short term for Distribuidora Internacional de Alimentacion, a Spanish International hard discount supermarket chain which was initiated in 1979. Dia opened its French branch in April 2009. However, it was announced in 2014, that Carrefour acquired the hard discounter for 600 million euros but keeping the name Dia as well as the logo. Following which Carrefour’s private label are little by little replacing Dia’s own brands.

The decision to sell Dia was after a decline in sales in 11% over a 12 months period.

The results in 2014 reflected that there was an improvement and the operating income hit 10.6%. Following these improvement, Carrefour group aims to increase its figures under 2 years.

Therefore, the group plans to rebrand all Dia stores by 2016 and as per their sizes will become Carrefour contact or Carrefour city. To implement this decision, Carrefour group will need to invest 100 million euros and will be able to establish 800 stores as per Carrefour standards.