It is quite possible that more than one Spaniard has given his first steps in the Portuguese language at the expense of DIA supermarkets. That double labeling in Spanish and Portuguese made us familiar, if we had a DIA nearby, with concepts such as frango, morango, peito from peru or the famous alleged.
It seems that those times of bilingualism in retail are about to end. Or they will be if DIA supermarkets finally ends up selling its Portuguese subsidiary, which works in the neighboring country with the Minipreço brand.
Immersed in a divestment process, The DIA Group already disposed of its cosmetic business with the Clarel brand in 2022 and it also accelerated disinvestment in our country after selling more than 230 supermarkets to Alcampo, which also represents growth in this segment for the French company.
Although it is yet to be checked whether the DIA Group will end up leaving Portugal or not, the truth is that the Spanish retail company has placed itself in the hands of the French investment bank Société Générale to assess the sale of its business in Portugal, where we insist that we find the DIA brand in Minipreço supermarkets.
Going deeper into the transformation process, led by Martin Tolcachircurrent CEO of DIA, the Portuguese operation is complicated to say the least because It has no less than 499 points of sale there, although most of them are franchisees (about 300), in addition to having three distribution centers.
At work level, DIA employs around 3,000 workers in Portugal, also boasts of local suppliers, since it is estimated that more than 80% of its assortment comes from Portuguese producers. This has not meant that DIA has found its match with the Portuguese public.
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Of the countries in which it operates (four, including Spain, Brazil, Argentina and Portugal), the lowest turnover corresponds to Portuguese supermarkets, which are also the ones that lower year-on-year growth markwith barely 0.5% according to data from Expansionfar from the Latin American impetus, which exceeds ratios of 10% in the Brazilian case and 30% in the Argentine case.
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