Soriana

Organización Soriana, S.A.B. de C.V.

Type	Sociedad Anónima Bursátil de Capital Variable
Traded as	BMV: SORIANAB
Industry	Retailing
Founded	1968
Headquarters	Monterrey, Nuevo León, Mexico
Key people	Francisco Javier Martín, (Chairman) Ricardo Martin Bringas, (CEO)
Products	Consumer goods
Revenue	US$ 7.6 billion (2010)
Net income	US$ 265.3 million (2010)
Employees	93,700
Website	www.soriana.com

Organización Soriana (BMV: SORIANAB) is a Mexican public company and Mexico's largest retailer. Soriana is a grocery and department store retail chain headquartered in Monterrey, Nuevo León, Mexico. The company is 100% capitalized in Mexico and is publicly traded on the Mexican stock exchange the Bolsa Mexicana de Valores, since 1987 under the symbol: "Soriana". Soriana is powered by IT Retail software.

Overview

Interior of a Soriana store in Oaxaca de Juarez

Soriana was founded in 1968 by Mexican entrepreneurs and brothers, Francisco and Armando Martín Borque, in Torreón, Coahuila. The company currently operates under the brands Soriana, Clubes City Club, Hipermart, Mercado Soriana, and Super City. Super City is the company's convenience store division brand. It operates supermarkets and department stores for consumer and wholesale markets.

Soriana competes primarily with H-E-B, Comercial Mexicana, Chedraui, S-Mart and Walmex. Soriana emphasizes that it is Mexican-owned and operated. It is not uncommon to see advertising circulars from competitors Wal-Mart, Bodega Aurrerá, Superama, Chedraui or H-E-B posted around the store with certain items highlighted, pointing out that these items are cheaper at Soriana, a common practice in retail store environments.

On December 6, 2007, Organizacion Soriana acquired Supermercados Gigante for US$1.35 billion. In 2008, Soriana replaced the existing Gigante stores including its seven stores in the United States (U.S. stores were sold in May to Chedraui). Most Mexican stores retained Supermercados Gigante props like point of sale systems and food equipment.

On December 14, 2009, it had more than 471 stores in 138 cities in Mexico. It also had six distribution centers. In 2006, for reporting and administrative purposes, Soriana moved its headquarters from Torreón to Monterrey.

Promotions in Soriana

Soriana promotes its "Tarjeta del Aprecio" (appreciation card), whereby customers who purchase items earn points for free merchandise, and in-store credits for 20% off in general merchandise.

Sponsor

Soriana is currently the shirt sponsor for the Primera División de México (Mexico's First Division) football team Santos Laguna.

Slogans and trade names

Soriana Slogan

• Todos los Caminos Conducen a Soriana All ways lead to Soriana (early-1970s)
• Donde Todos los Días son Buenos Días Where all Days are Good Days (late-1970s)
• Lo Mejor al Mejor Precio The best at the best prices (early-1990s)
• En Suma Pagas Menos Pay less for the total (mid-1990s)
• Nuestros Precios Hablan Our prices speak (late-1990s)
• Apre¢io Por Ti or A pre¢io Por Ti Price for you double word play that really meant to be "esteem for you" (2000)
• Mejores Ofertas a Precios Más Bajos Better offers at lower prices (2001)
• El Precio Más Bajo Garantizado The lowest price guaranteed (2002)
• El Mayor Ahorro The major savings (2007)
• Porque nos importas tú Because we care for you (2008)

Evolution

Old-style Soriana store in Monterrey, Mexico

A Soriana Plus store in Ciudad Victoria

Store openings by state:

• 1968 Coahuila
• 1971 Durango
• 1972 Chihuahua
• 1974 Nuevo León
• 1984 Tamaulipas
• 1989 Zacatecas
• 1990 Aguascalientes
• 1994 Jalisco, Guanajuato
• 1997 Querétaro
• 1998 San Luis Potosí, Veracruz, Tlaxcala
• 1999 Michoacán, Colima, Sinaloa, Sonora, Tabasco, Hidalgo, Puebla
• 2000 Nayarit
• 2001 Oaxaca
• 2002 Yucatán, Chiapas, Baja California Sur
• 2003 Campeche, Quintana Roo
• 2005 State of México
• 2006 Baja California
• 2007 Distrito Federal, Guerrero
• 2008 Morelos

External links

• Organización Soriana