DIA introduces its brands in El Árbol stores

DIA has started to introduce its brands in the over 400 El Árbol stores which it recently purchased. As part of its integration process and with the aim of moving forward in its policy of offering the best value for money in the market, the company is incorporating 1100 new SKUs from its private-label brands into the product range offered by El Árbol stores.

The brand portfolio consists of the Dia brand and others, such as Bonté, for personal care and hygiene products, BabySmile, devoted to all things baby and toddler related and AS, the pet food brand. DIA will add a further 600 SKUs over 2015, which will lead to a total of 1700 private-label products being offered in the stores. The company will progressively remove the current privatel-label El Árbol brands under the names of Super, My and La Plaza.

DIA will maintain the current customer loyalty program, known as SuperClub El Árbol and will improve the advantages for customers with new promotions and offers. 

The Dia brand currently accounts was 17% of private-label sales in Spain, compared with less than 1% for El Árbol brands. In 1984 DIA became the first Spanish retailer to launch a private-label brand.