In July Romanian supermarket Profi will launch a mid-tier private brand featuring 600 to 700 products under the Profi brand. The brand will be available in Profi supermarkets and convenience stores.
The brand expands the private brand portfolio which currently includes a value tier label and several other mid-tier labels. The new brand is being developed by the Portuguese subsidiary of the US merchandising company Diamond.
Profi recently announced the opening of its 1,000th store in Romania.