Following the launch of Carrefour’s value Supeco brand in Morocco in 2018 and Senegal in 2019, Carrefour’s West African partner CFAO has opened its first Supeco store in Abidjan, Côte d’Ivoire.
The 1,900m2 store is located in the Yopougon-Niangon South district of Abidjan. Project director Malick Niang explained that the Supeco concept is based on a programme of maximum savings on store layout, logistics and marketing, resulting in the ability to give customers “a quality offer at the lowest prices”, according to CFAO CEO Pascal Bordeaux. It stocks more than 2,000 SKUs.
The Supeco discounter brand, which competes with Lidl in Europe, will take on domestic leaders Prosuma and CDCI in Côte d’Ivoire. Prosuma currently has 147 stores across the country, including discount and wholesale banners. CDCI was bought by Retail Holding, Carrefour’s Moroccan partner, last October, and has 162 stores under the CDCI Gros (wholesale), CDCI Demi-Gros (cash & carry/discount) and King Cash (retail) banners.
Supeco is the third Carrefour-owned brand in Côte d’Ivoire for CFAO, which opened its first Carrefour hypermarket in 2015 and its first Carrefour Market store in 2017. Last year CFAO also announced its intention to expand the Supeco brand into Cameroon in 2020. It has plans to bring the total number of stores in West Africa to 8-10 in 2020.