Italy: discounters’ expansion plans

Date : 09 March 2021

Lucy Bellotti

Retail Analyst

Aldi opened its 100th store in Italy in January 2021, while local competitor, In’s Mercato, set out plans to open 30 stores during 2021 and how it was aiming to embed its brand identity and sustainability commitments.

Aldi opens 100th store in Italy

Aldi reached a new milestone in Italy by opening its 100th store. The discounter operates in six regions including; Emilia-Romagna, Friuli-Venezia Giulia,  Lombardy, Piedmont, Trentino-Alto Adige and Veneto.

Aldi Italia’s managing director, Michael Gscheidlinger, said the country remains a priority for the retailer and that it will continue to invest to offer shoppers ‘quality, freshness, convenience and responsibility’.

Aldi has reinforced its sustainability commitments by installing photovoltaic panels on all the stores it has opened in Italy. The panels cover over 24,000 sq. m and produce over three million kWh of green energy, saving 1,758 tons of CO2. The retailer also offers shoppers 65 electric vehicle charging stations across its network.

In’s Mercato plans 2021 expansion

Pam-Panorama owned In’s Mercato is planning to open 30 new stores and update 90 further stores in Central, Northeast and Northwest Italy, during 2021. The investment will allow the discounter to improve its brand identity and market penetration.

In’s Mercato said its new stores will incorporate all its up-to-date thinking and design, such as its In’s Forno bakery and In’s Orto loose fruit and vegetable offer, which were launched in 2020. Furthermore, the discounter will introduce In’s Pescheria to offer shoppers a selection of seafood.

The discounter plans to focus on its sustainability commitments too, by introducing optimised refrigeration units and LED lighting. Meanwhile, In’s Mercato will also launch a new collection of 80% recycled shopping bags, which will carry illustrations by artist Diego Cusano. 


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