Picard expands into Belgium and Sweden

October 30, 2013, 8:46 am

Belgium and Sweden are the main target countries for Picard’s expansion plans, after a fruitful launch in Italy, reports Retail Detail Portal.

The frozen food retailer will open its first store in Sweden on Feb. 13, reports Bord Bia. The goal is to open up around 50 stores in different cities in Sweden.

In Belgium, the private equity-owned frozen food retailer has just opened its first store in Antwerp, as part of the chain’s expansion plans in the country.

In the next five years, Picard plans to have 60 Belgian stores, requiring 200 further employees.

“We believe the Belgian audience in large part has the same gastronomical appetite as the French”, CEO Philippe Pauze told Belgian newspaper De Morgen.

The chain is planning the opening of a new store in Mortsel, after opening two stores recently in Belgium.

So far Picard will be selling its French products, but if the chain introduction in Belgium works out, local products will be manufactured.

Picard has currently 910 stores. The franchise opens around 20 stores every year.

Read the full story here.


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