The fifty SuperBest stores, who elected at the end of 2012 to do business under the Eurospar banner, will be working throughout the spring to make the changes needed for the switchover.
"The stores that elected to switch need to be ready by April 1 so we can do a re-launch of the Super Best brand in May,” Per Christiansen, the head of SuperBest Amba, said.
Christiansen said that 92 stores will retain the SuperBest brand.
"They will have a wider product range and a stronger emphasis on fresh produce," said Christiansen.
For the Spar chain, which runs four types of shops – Eurospar, Super Spar, Spar and Kwik Save – the 50 new stores will generate between three and ten million kroner.
"The new stores are widely scattered throughout the country,” Michael Østergaard, the head of Spar, said. “Most of our revenue – currently about 80 percent – comes from the west of the Storebælt. This move will give us 20 new Eurospar stores in Zealand in cities were we have never been before.”
Once the restructuring is complete, Østergaard expects Zealand and Funen will account for about 50 percent of the chain's revenue.
For customers, the reorganisation will add more discount items to the approximately 100 Eurospar outlets.
"The shops now carry about 700-800 items. That number will increase to 1,000 items,” said Østergaard. “We will still focus on discount prices, but customers will also experience new concepts like centrally- packaged meat.”
Henrik Gundelach, head of the Dagrofa A/S group that runs the stores, stressed that the individual store operators decided which flag they would run their shops under.
"This is not a question an urban/rural split that puts the well-stocked shops in the larger towns and discount stores in the country," said Gundelach.