Carrefour Discount Expands into Non-Foods

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January 25, 2011

The Carrefour Discount line, introduced in 2009, is expanding to include non-food household products this year, following last year’s extension into fresh foods.

This month six household appliances used frequently for meal preparation and housekeeping were rolled out, including a coffee-maker, electric teakettle, toaster and mixer, as well as an iron and vacuum cleaner, the company said in a statement.

So far the Carrefour Discount line has 500 SKUs, which are available at 1,200 Carrefour hypermarkets, Carrefour Market supermarkets and Carrefour.fr.

The household appliances come with a one-year guarantee and adhere to the banner’s discount-price quality charter, the company said.

The launch is supported by a national communications campaign including television, print advertising, billboards and “street marketing,” including events, sampling and product demonstrations.

Carrefour has more than 5,500 stores in France operating in five formats -- hypermarket, supermarket, convenience, hard discount and cash-and-carry stores.

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