Carrefour To Remove Its Name From Value Tier

Carrefour discountFrench retailer Carrefour’s CEO Georges Plassat has made no secret of disdain for the Carrefour Discount brand so it should come as no surprise that Carrefour would dramatically shift its brand strategy and remove the Carrefour name and logo from the value tier brand.

The Carrefour Discount label was created in 2009 by the then CEO Lars Olofsson, but when Plassat took over in 2012 he made it clear he wanted to disassociate the Carrefour logo from low quality, discount products, as it degrades the impression of the Carrefour retail brand. Shortly after he took over in 2012 he said “it obscures our image” and remarked “the competition is not selling discount products under its own name, is it?”

Carrefour will cease to use the Carrefour logo for its discount product range beginning in 2015. However Carrefour Discount goods will continue to be available in Carrefour stores without the Carrefour logo.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.