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SuperDino Supermercados S.L. is a Spanish chain of supermarkets operating on the Canary Islands. The current structure dates back to 2012, when a group of Canary shareholders, which mainly consisted of AJA investments, bought the company.
In 1978, the two brothers Domínguez established the brand HiperDino. In 1996, when the brand consisted of three stores, they sold it to Vista Capital, a venture in which Banco Santander participated. Vista Capital renamed the stores to Superdiplo. Subsequently, Dutch multinational Ahold bought the supermarkets and named them DinoSol. However, Ahold suffered some serious losses and they sold DinoSol to English private equity firm Permira. In 2011, DinoSol’s debt had mounted to more than 400 million euros, after which the company ended up in the hands of an extensive group of banks, including Bank of Scotland Plc, Caja Madrid and Societe Generale SA. In 2012, a group of Canary shareholders, led by José Abraham Domínguez, Andrés Domínguez – the brothers Domínguez – and Javier Puga, decided to buy DinoSol.
After taking control over the group, the brothers Domínguez and Javier Puga resumed the successful strategy from the past: low prices, alongside competitive and promotions focused on local products. Their company policy was focused on reaching an island society that suffered from high unemployment rates. It didn’t take long before this new approach bore fruit. Predatory pricing paved the way for growth and the group regained lost market share. One year after the acquisition, Grupo DinoSol was a well-performing company that generated more than 1,000 jobs. Nowadays, Grupo DinoSol boasts more than 200 locations, located on five Canary Islands, and employs over 6,000 people. The company includes:
- HiperDino, large supermarkets and hypermarkets with extensive offerings
- SuperDino, relatively small neighborhood supermarkets with less extensive offerings
- HiperDino Express, small supermarkets located in tourist areas
Additionally, the group added two new units in 2014:
- EcoDino10, ecological supermarket
- DinoShop11, stores inside BP gas stations
In 2015, consultancy firm Stiga awarded Hiperdino a national prize concerning customer satisfaction, based on valuations by supermarket customers.
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