The pilot store, located in this popular town of Seine-Saint-Denis, in place of a hypermarket located in the gigantic O’Parinor shopping center, near Le Bourget airport, attracted customers from the opening dozens of customers.
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The CEO of Carrefour, Alexandre Bompard, praised a range of products “at prices that cannot be found in France”, and a type of brand adapted to “popular areas” and professionals.
The arrival in France of this successful brand in its country of origin, Brazil, was announced in November 2022 by the CEO, by “back to school 2023”.
Carrefour is giving itself “between six and eight months to understand if the model is good”, without specifying a turnover objective, before considering opening other stores in this format. Noël Prioux, however, indicates that he has already “identified towns where a location could be interesting”.
The establishment in Aulnay-sous-Bois, a first in Europe, is not exempt from criticism of the social model, coming from the distributor’s union organizations.
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According to the CFDT, the store which reopened under the Atacadao brand was leased and managed in July 2022 and its management was entrusted to the LabelVie group, a franchisee which has already set up stores under this brand in Morocco. The latter had announced internally “the reduction of the store by 6,000 m2 and the elimination of 96 positions”, according to a communication from the CFDT.
The services branch of the CFDT has taken Carrefour to court “for abusive practice of rental management and franchising”, accusing it of having outsourced more than 300 stores and 23,000 employees to date by entrusting management to franchisees .
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