Auchan is planning to transform an existing 9,000 sq.m hypermarket in Mulhouse, eastern France, into a discount outlet trading under the new Priba by Auchan name.

It is not clear if this move marks a turning point in its strategy and a shift towards a greater discount offering. A spokesman claimed the reason of conversion was to respond to the underperformance of the store and if succesful they may try the same model in other areas.

The discount hypermarket is scheduled to open by early Ap...
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