EXCLUSIVEBRANDSOURCING RETAILER/WHOLESALER ...

www.conad.it
Total 2010 Sales:$ 13 Billion (€ 9.8 billion) +5.1%; Conad Supermarket/Superstore Sales:$ 9.2
Billion (€ 6.9 billion)
Percentage of Sales in Exclusive Brands:17.3%
Principal Business: (Consorzio Nazionale Dettaglianti Scrl) The National Consortium of Retailer
Dealers (CONAD), founded in 1962, now operates on three levels: entrepreneurial retail members,
cooperatives (large shopping and distribution centers), and the national consortium (serviceoriented
& marketing body for the co-op—part of the National Association of Retailer
Cooperatives, itself a member of the National League of Cooperatives). Within this network, there
are 2,938 retail outlets, comprised of 1,132 Margherita high-quality neighborhood stores (up to
600 square meters), 1,502 Conad supermarkets and superstores (ranging from 600 to 2,500 square
meters), 31 E. Leclerc Conad hypermarkets (3,000 to 11,000 square meters), and 255 other
trademark stores, and 14 cash & carry outlets. Conad also has established associations with Reww
Italia, Interdis, and with E. Leclerc of France an alliance, cooperating in development of a chain of
31 E. Lecler Conad hypermarkets in Italy.
EB Identities: Conad (food and non-food items), Conad Percorso Qualità (fresh fruits, vegetables,
poultry, meats and fish), Fufi (cat food), Conad il Biologico (environment/organic/FairTrade
products), Sapori & Dintorni (178 regional food specialties), and Sarori&Dintorni (specialty
foods), Creazioni d’Italia (delicatessen items) Conad Kids (children’s nutritious foods), AC
Alimentum Conad (wellbeing and functional foods), a line of some 60 products.
EB skus: 2,000+
Profile: Conad claims to be the largest network of independent cooperative enterprises in Italy,
comprised of 3,048 member entrepreneurs. Conad commands a 15.4% market share of Italy’s
supermarket segment and a 12.8% of the neighborhood stores market. Overall, its share is about
9.9% of the Italian market. Through associations with Rewe Italia, Iterdis, and E. Leclerc, Conad
boots its market share higher. Conad suddenly has become aware of the power of its own brand
equity in the Conad name. Plans now call for changing the brand banner identity of its Margherita
chain, starting with some 1,000 stores, re-branded under the new Conad City banner (covering
stores up to 600 square meters. Conad also plans to invest in opening 266 new stores over a threeyear
period. Also new: its Sapori & Dintorni Conad store concept, featuring regional food with an
artistic touch. These stores will feature their own store brand products as well. Conad also has
recently introduced the Optician’s department into its hypermarkets and Conad supermarkets,
selling eyeglass and sunglasses. Conad already has built an extensive network of fuel service
stations and parafarmacia (located in the E. Leclerc Conad hypermarkets). The company
additionally is looking to expand its export business with its Conad private brands. Creazioni
Ditalia deli items now appear in other retail outlets, as part of Conad’s membership in the
Cooopernic partnership. Also, some 600 E. LeClerc hypermarket in France now sell Conad
brands; while the company has developed markets in Switzerland, Belgium, Hungary and starting
in 2011, opening into Hong Kong and Macao, via the Park and Shop retail chain. Conad private
label sales in 2010 were up by 13.3% to € 1.7 billion. During the year, a new own brand line, AC
Alimentum Conad, featuring products addressed to consumer well-being and to functional foods
(yogurt, Probiotics, etc.) were introduced as well. Conad, as the second largest private label