Brazil's GPA relaunches Buy Well brand to address growth of regional networks
The Buy Well brand will focus on audiences B and C, having an independent structure within the GPA, with its own C
Pão de Açúcar Group (GPA) is repositioning itself in the supermarket area and relaunching the Buy Well brand to cope with the growth of regional networks, company executives said on Wednesday.
"The new model will compete with regional supermarkets," said Peter Estermann, chief executive of the GPA, during a meeting at the company's headquarters. "We are going to copy what they do and do a little bit better." company in São Paulo.
The Buy Well brand will focus on audiences B and C, having an independent structure within the GPA, with its own CNPJ.
According to Estermann, 20 Extra supermarkets in the State of São Paulo will be converted to Buy well in the first phase of the project later this year. The conversion will require an investment of 100 million reais to 130 million reais, according to Belmiro Gomes, GPA's wholesale business director, who is leading the repositioning of the group in supermarkets.
Currently, the GPA has 186 Pão de Açúcar and 187 Extra stores. "At least half of the Extra stores have the potential to be converted into Buy Well," Estermann said.
The relaunch of Buy Well should not compromise Extra Hypermarket conversion plans in Assaí or the reforms of Pão de Açúcar stores, according to the chief executive.
The investment estimate of 1.6 billion reais in 2018 is maintained, executives said.