Auchan Romania at 20 years: a multi-format retailer with over 500 stores, present nationwide

Auchan Romania marks two decades of sustainable commerce in the service of customers, of supporting and developing Romanian producers and promoting Romanian products, of investments and innovation, building one of the most relevant multi-format retail networks in the local market. Over these 20 years, the company has evolved in line with changes in society, the economy and consumer behavior, from a hypermarket-centered model to a complex multichannel ecosystem of integrated solutions for customers and partners, maintaining a guiding thread – low prices.

The main investment directions focused on expanding and modernizing the network, diversifying formats – from hypermarkets to large supermarkets, ultra-proximity stores, franchise, discount formats, an autonomous store and the online store, investments in consistently offering low prices and the “difference in customers’ pockets”, as well as developing sustainability solutions and more.

„In 20 years, Auchan Romania has grown alongside the market, technology and customer expectations, and at the same time has contributed to the modernization of commerce, to the development of Romanian producers and to supporting customers’ purchasing power. We have built step by step a solid company, supported by a unique multi-format strategy at the local level, which allows us to be present in all moments of consumers’ lives. Today, Auchan is one of the most appreciated brands in Romania, and this result is due to our teams, suppliers and partners, to whom we simply say thank you,” said Ionuț Ardeleanu, CEO Auchan Retail România.

Over its 20 years on the local market, the evolution of Auchan Romania can be viewed through key stages that marked the scale and role of the company in Romanian retail. The first store opened its doors on November 7, 2006, and the company focused on rapidly opening hypermarkets in the most important cities in the country in the following years. Auchan Titan, the first store opened, remains to this day a symbolic and commercial landmark for the company, also being the largest hypermarket in Romania, with an area of 16,000 sqm. An important moment was the acquisition of Real in 2013–2014, representing the first major leap, consolidating Auchan’s presence in large cities and bringing new teams of professionals, stores and operational expertise. In 2016, the company began its multi-format development, with supermarkets and ultra-proximity stores, as well as the online store. This was accelerated through the partnership with OMV Petrom, with nearly 400 MyAuchan stores in Petrom stations. Starting in 2020, the retailer marked launches and innovations through the introduction of the MyCLUB Auchan loyalty program and the consolidation of the Auchan Retail Media and data insights system, as well as other technology solutions such as Scan & Go, self-checkout, Click & Collect and more. At the same time, the retailer also strengthened its logistics and supply system through the development of the two campuses in Ștefănești and Călan, as well as investments in automation and operational efficiency. Later, in 2022, the development of the ATAC hyper and super discount concept, as well as the launch of the Simply franchise, positioned Auchan as a complete retailer. This year, Auchan will continue its expansion with a new supermarket in One Gallery Floreasca and a hypermarket in Sun Plaza shopping center, both in Bucharest. In the long term, the company will continue to develop the ATAC store network, a concept built in Romania and already exported internationally, as well as the large supermarket format. At the same time, the retailer continues the expansion of Simply by Auchan franchise stores, which offer local entrepreneurs a turnkey retail business. Auchan has also had important initiatives in promoting Romania, through investments in culture and sports. In 2018, Auchan launched the documentary film “Wild Romania”, a large-scale and unique social responsibility project, which was watched by over 80,000 spectators in Romanian cinemas, screened in over 55 countries and awarded the Golden Dolphin at the Cannes Corporate Media & TV Awards. Moreover, since 2019, Auchan has joined as main partner and co-organizer of the Tour of Romania, the most prestigious cycling competition in the country and one of the most important in Southeast Europe. The competition reflects the diversity and specificity of the regions it crosses, from cities with a well-defined cultural heritage to representative natural landscapes, contributing to the promotion of Romania.