Auchan has announced that it will open its new discount hypermarket concept in Mulhouse, France in March under a new banner name, called Priba by Auchan.
Employees of the store were told about the change on 24 December by Marc Du Colombier, the Store Director, according to sector analyst Planet Retail.
The rebranding of the outlet marks the next stage in the group's strategy to convert the most underperforming stores into discount concepts on an ad hoc basis in all of the markets in which it operates.
The company has already opened two Raduga discount hypermarkets in Russia.
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