Ahold Delhaize Romania repositions Shop&Go as standalone brand

Ahold Delhaize Romania is repositioning Shop&Go as a standalone brand, with its own management team, business strategy, and customer offering, the company announced.

The move is part of a broader process where its local brands, namely Mega Image, Profi, and Shop&Go, will operate under the same organizational umbrella while retaining their distinct identities and commercial strategies.

By bringing the three brands together under a single organizational identity, the group will consolidate the expertise, skills, technology, infrastructure, and people across its retail networks, while also drawing on Ahold Delhaize's international experience, the company said.

“Ahold Delhaize Romania gives a name to the organization we are building together. But what matters most is what lies behind this name: three strong brands, thousands of colleagues, and an extraordinary diversity of communities that we have the privilege of serving every day. Our strength will come from each of the three brands – Mega Image, Profi, and, as of now, Shop&Go – remaining relevant to their respective customers, while also making the most of what we can do better together: our expertise, people, technology, partnerships, and organizational scale,” Xavier Piesvaux, Country Manager of Ahold Delhaize Romania, said.

Mega Image has a strong urban presence, particularly in Bucharest and other major cities. Profi has an extensive nationwide presence, serving both urban and rural communities through store formats tailored to different local needs. Shop&Go has positioned itself in the convenience and accessibility segment, and the company plans to continue expanding in this niche.

The creation of Ahold Delhaize Romania follows a period of growth for the group's brands on the Romanian market, following the completion of its acquisition of Profi in January 2025.

Ahold Delhaize Romania is part of Ahold Delhaize Group, which has a history spanning more than 150 years. Its roots include the opening of Delhaize in Charleroi in 1867 and Albert Heijn in Oostzaan in 1887. The current group was formed in 2016 through the merger of Ahold and Delhaize.

Ahold Delhaize's brands are present in the United States, the Netherlands, Belgium, Luxembourg, Greece, Serbia, the Czech Republic, Romania, and Indonesia, with joint-venture operations in Portugal. In 2025, Ahold Delhaize reported net sales of EUR 92.4 billion, with approximately 384,000 associates, 9,551 stores, and 77 million customers served every week, both in stores and online.