Carrefour works with 40 local producers on private label

Private, or own brand, labels, which are usually cheaper products, have started to sell better than more expensive ones during the current economically difficult times. “We wanted to launch the Carrefour private label now, because of the crisis, but also because we had to reach a certain number of stores so that the sold volume makes it profitable for the producers,” said Andreea Mihai, marketing manager for Carrefour in Romania. The French hypermarket firm also sells products in Romania under the No.1 private label. Private labels account only for around 5 percent of retailers' sales in Romania, compared with up to 30 percent in Western European countries.
Corina Saceanu