Dia (supermarket chain)
|Traded as||BMAD: DIA|
|Founded||Las Rozas, Spain (24 July 1966)|
|Headquarters||Las Rozas, Spain|
|Spain, France, Portugal, Turkey, Argentina, Brazil, China|
|Revenue||US$ 12.6 Billion (2011)|
|US$ 127.5 Million (2011)|
Number of employees
Distribuidora Internacional de Alimentación, S.A. (DIA) is a Spanish international hard-discount supermarket chain founded in 1979 which as of 2012 operates 6,914 stores internationally, making it Europe's third largest food sector franchiser. It has also owned Schlecker in Spain and Portugal since 2013. The company is headed by the Venezuelan-born Ana María Llopis, making it the largest Spanish company to be headed by a woman.
Dia is a discount supermarket chain which follows a policy of reduction of prices by means of minimizing operational costs. The furniture and decoration of the store are minimal. Costs are also reduced by limiting the choice of products to a narrow selection of European brand name and white-label Dia brand goods. The chain also sells small appliances. Its policy of communication is based on mass media campaigns as well as periodic flyers featuring products which are on special sale.
The Dia chain was created in Spain in 1979, and has undertaken an ambitious plan of international expansion with standard Dia stores in Argentina, Brazil, Spain, Greece and Turkey, in Portugal with "Minipreço" stores (although until 2001 they had "Dia" stores) and in France with "Ed" standard. In 2003 Dia opened stores in the People's Republic of China, where the number of openings in a year reached 300 stores. The provided philosophy by Dia is to adapt each store to the needs of the local population.
At the end of March 2013 it had 6,914 stores, 46 distribution warehouses and approximately 47,500 employees worldwide, with a turnover of 11,124 million Euros. Dia also markets up to 7,500 Dia branded products internationally, including in countries where it has no stores such as Bulgaria and Senegal.
In 2014, DIA sold the whole of it business in France to Carrefour for 600 million euros. Although the shops retain the DIA name and logo, Carrefour own-brand products are increasingly replacing DIA's.
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- DIA, History