Ed (pronounced E-D, abbreviation of "Europa Discount") was a French brand of discount stores founded in 1978. It franchises its name to small-format hard discounts stores in France. It was part of the

Carrefour Group Carrefour Group, S.A. (, ), is a French multinational retail and wholesaling corporation headquartered in Massy, France. It operates a chain of hypermarkets, grocery stores and convenience stores. By 2024, the group had 14,000 stores in 40 co ...

Key dates

* 1978: First store opens in Paris. * 1987–1988: Opening of 100th store. Fresh food and veg first introduced into stores. * 1999–2000: Joins Carrefour Group. * 2012: Take-over by Dia

History

On 3 June 2009, there were 916 Ed stores in France and more than 10,000 employees. The assortment is primarily food stores Ed, fresh produce is placed at the heart of the positioning of the brand. Ed bought the chain of 'Penny Market' discount stores in May 2005 and 60 stores of the French subsidiary of Edeka (Treff Market in France) in eastern France in 2003.

Re-branding to Dia

In April 2009, a test of changing some 'Ed' stores to the Dia branding was announced by the

. The shops of

Villeneuve-Saint-Georges Villeneuve-Saint-Georges () is a Communes of France, commune in the southeastern suburbs of Paris, France. It is located from the Kilometre Zero, centre of Paris. People from Villeneuve-Saint-Georges are called ''Villeneuvois'' in French. Hi ...

and

Mâcon Mâcon (), historically Anglicization, anglicised as Mascon, is a city in east-central France. It is the Prefectures of France, prefecture of the Departments of France, department of Saône-et-Loire in Bourgogne-Franche-Comté. Mâcon is home t ...

were some of the first. An insider to the company declared: "The decision to move all of the 918 Ed stores to the Dia banner is already certain. But the timing is not yet decided." In 2010, 250 stores will be transformed into Dia.Carrefour tente de se relancer en France
20 February 2010 It will mark the takeover by the Carrefour group deep discount from its branch in France, to create new synergies with other brands of the group. The Carrefour Discount product range however, should not be sold in Dia stores, which have their own label called "Dia". "But to reduce procurement costs, both private label roductshave the same suppliers," says one expert. "Simply replace the Carrefour packaging with Dia packaging." Dia stores could also replace some

Champion A champion (from the late Latin ''campio'') is the victor in a challenge, Competition, contest or competition. There can be a territorial pyramid of championships, e.g. local, regional/provincial/state, national, continental and world champi ...

supermarkets located in areas with low purchasing power, rather than the more upmarket

Carrefour Market Carrefour Market is a French supermarket chain created in 2007, owned by the international retail group Carrefour, and has currently stores in France and several other countries, see below. Carrefour Market stores generally range from 1000 m2 t ...

. Conversely, Ed stores in upscale areas like city centres could be transformed into

Carrefour City Carrefour City is a French chain of local convenience stores created in 2009 by the Carrefour Group with locations in five countries: France, Belgium, Spain, UAE and Israel. Carrefour City stores are convenience stores in city centers, all of ...

References

Supermarkets of France Retail companies established in 1978 French companies established in 1978 Retail companies disestablished in 2012 No frills {{France-company-stub