There will be around 40 Surtimax, Super Inter and Surtimayorist points of sale that will be converted to these two great brands.
Grupo Éxito announced the start of a project to unify its retail brands in Colombia under Éxito and Carulla, two leading and emblematic brands.
These are the brands with the greatest capillarity, wide assortment and that offer a differential experience to the customer. Through them the company will strengthen its product proposal with “Unbeatable Price”.
What will the process be like?
The process will be gradual and will take place in the medium term. During 2024, it is planned to convert around 40 Surtimax, Super Inter and Surtimayorista stores to the Éxito and Carulla brands, which will operate in the same commercial establishments and with the stores' own staff.
This seeks to preserve the location, proximity and knowledge of customers.
“We see enormous potential in migrating the brands under Éxito and Carulla, two brands of which we are very proud. They are aspirational, they are in the heart of Colombia and they have a very important presence throughout the country. We are working on this project to simplify our brand and format structure, increase sales in the same stores and generate cost efficiency,” said Carlos Calleja, Executive President of Grupo Éxito.
The transformation has already started
The project is already underway and its results are being evaluated for a larger deployment during 2024, to subsequently become widespread within a period of between two and three years.
To date, four stores have been converted, all located in the department of Antioquia (San Javier, Parque el Poblado in Medellín, San Pedro de los Milagros and Girardota) with results described as “very positive” by the company.
The purpose of this project is to strengthen the strategy of “savings and relief for the pockets of Colombians, a strategy that has been evolving over time and today is present in all Grupo Éxito stores.”
This portfolio has more than a thousand products, many of them from the basic family basket. With them, the company offers customers competitive prices, with the promise that, if they eventually find a product with the same characteristics at a lower value, they will be refunded double the difference.
In addition, the brands will provide offers and expanded assortment in the different categories.
How are Grupo Éxito's finances going?
Recently, Grupo Éxito presented its consolidated financial statements for the first quarter of 2024 in Colombia, Uruguay and Argentina.
It is worth remembering that since January 25, 2024, Grupo Calleja is the new controller of Grupo Éxito, an experienced retailer that seeks to strengthen operations and the commercial proposal in the countries in which they are present today.
