Carrefour Italia has announced opening of a flagship store in the Terre D’Italia format in Milan. The supermarket features a wide selection of traditional regional products and wines under the French retailer’s own brand.
The store at Piazza De Angeli has more than 400 kinds of Italian products and more than 500 kinds of wines. The store’s main focus is the wine department, which features 15 wines by the glass and gastronomic specialties. At lunchtime, the store also offers risotto and other traditional Italian dishes. As an added experiment, weekly events are held in partnership with local wine producers.
The Terre D’Italia store opened after a unique training program for staff on quality and product features. It is reported that Terre D’Italia employees got acquainted with wine suppliers and cheeses during special tastings.
According to Bruno Moro, Carrefour Italia’s merchandise director, “Sales figures confirm that our customers highly appreciate Terre D’Italia products – including the latest novelties such as Pinsa fresca and Franciacorta Saten Filari del Lago – and new food and wine products will be available in the coming months.”
Carrefour is developing its own brand, Terre d’Italia, in partnership with the Coldiretti farmers’ association. The brand focuses on typical products of the Italian tradition – extra virgin olive oil, cured meats, focaccia, fresh pasta, cheeses and local wines.
Carrefour is a multinational retail corporation and one of the world’s largest supermarket chains. The company was founded in 1959 by Marcel Fournier, Denis Defforey, and Jacques Defforey in Annecy, France. Carrefour has since expanded globally and operates in numerous countries across Europe, Asia, Africa, and Latin America.
