Delhaize expands store network in Luxembourg

Delhaize is continuing its expansion in the Grand Duchy of Luxembourg. After opening a new store in the canton of Capellen at the beginning of this month, the retailer is planning to open two more branches by 2022.


"Pleasure food shopping"

The newest Delhaize supermarket, which opened its doors in Capellen at the beginning of November, focuses mainly on convenience, inspiration and innovation. "A lot of studies show that the hypermarket format is struggling", Cédric Gonnet, country manager of Delhaize Luxembourg, tells Paperjam. "Customers want proximity, and we are positioning ourselves on 'pleasure' food shopping rather than the obligatory chore."


The level of competition in the region is not negligible with the presence of Cactus, Pall Food Market, Match and Aldi, to which Lidl will be added in the summer. "We have an offer that is different from that of our competitors, with our three own brands covering all segments and different product niches", assures the manager.


Physical player

With 57 outlets in Luxembourg, Delhaize continues its strategy of being present within a five to ten-minute drive of the country's main populated centres. "There are still three or four potential store locations remaining, but we are keeping an eye on developments in the country, both in terms of demographics and infrastructure."


Delhaize will cover two of those 'blind spots' soon: a new Delhaize Proxy is to open its doors in Dippach in April 2022, and a new store will also be added in Luxembourg-Hamm by the end of next year.


By strengthening its network, Delhaize is clearly positioning itself as a physical trader. "We believe that when you are five kilometres or five minutes away from any customer, an online offer can certainly simplify the customer's life, but it is not essential in Luxembourg", says Gonnet.