French 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.