Only weeks after its first ‘gourmet’ store opened in Warsaw, Carrefour has unveiled a second premium location in the Polish capital.
The 11,800 sq ft store is located in Podkowa Leśna, an affluent commuter suburb of Warsaw.
The store’s 15,000 SKU assortment focuses on fresh and healthier options, regional meats and produce.
The outlet also carries items from the Carrefour Quality Line range, the Reflets de France brand and Italian Terre d’Italia specialities, marketed exclusively by Carrefour.
Going against the grain
It has features such as the ability to convert fruit bought in-store into juices, a ‘ripening room’ and a meat smoker. The store also features low shelving and wide aisles, both of which give a sense of space.
Carrefour of late has reiterated its commitment to Poland with a series of determined moves signalling its belief in the market, despite the new government introducing legislation seemingly likely to limit the retailer’s potential.
Undaunted, in April this year Carrefour pledged to an ambitious opening plan that envisions several big-box stores, up to 10 supermarkets and 100-150 smaller formats.
The retailer is also continuing to undertake a £30.1m refurbishment scheme to revamp its Polish estate, as well as expanding its online activity in the country.
Recent months have seen Carrefour extend its click-and collect-service to Warsaw after an extensive trial in Kraków.
Five big-box stores in the capital now offer dotcom capabilities, although this is primarily for non-food items.
The next – and possibly riskiest – move will be the introduction of e-grocery, something the retailer has indicated is imminent.
The jury is still out on whether people in Poland have that much enthusiasm for online grocery shopping, given how strong discount remains in the market.
“Carrefour of late has reiterated its commitment to Poland with a series of determined moves signalling its belief in the market, despite the new government introducing legislation seemingly likely to limit the retailer’s potential”
To that end, we can see dotcom grocery being initially introduced at these higher-end outlets, where wealthier shoppers might be more inclined to give it a try.
What is interesting is how quickly this second premium store has launched following the first, which only opened its doors in May.
Standing out from the rest
Carrefour has been rolling out high-end urban supermarkets in several European markets, including France, Italy and Spain, in recent months.
In a discounter-dominated market such as Poland, rolling out a high-end proposition may not seem an obvious strategy, but it is a move none of its immediate competitors are attempting, suggesting Carrefour is looking to seize what premium spend there is among Warsaw’s better-off consumers before rivals develop a similar concept.
Carrefour’s confidence in the Polish market may well, in part, be down to rival big-box operator Tesco’s troubles at home.
Despite Tesco’s assertions to the contrary, we suspect its CEE business is not as robust as it might be.
Carrefour can capitalise on any weakness by gaining share in the middle and premium supermarket segments as a result.
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