In the final line, the decade's dil enters the supermarket market in Greece with the acquisition of Cretan by Masuti, traffic «launches» the new scheme in third place of the domestic market.
The last aim to be overcome is the sale of 53 stores in local markets, where the Competition Commission considered that conditions of dominant position are being created vis-à-vis competitors.
Specifically, the decision which is binding on the completion of the acquisition concerns five Cretan supermarkets and one Masouti in Halkidiki and Rethymno, where the management of the stores is managed by the chains themselves.
At the same time, he undertook the interruption of the use of signals by cooperating stores with either Masuti (Express Market) or Cretan (Market Progress, CRM – ARIADNI, Greek Market, HELIOS or Cretan).
The shops with which there will be a break in the use of signals, amount to 47 and concern various areas, such as the wider area of Thessaloniki, Rethymno, Halkidiki, Thassos, Chania, Leros, Kavala, Corfu, Kalymnos etc.
The difficult «equation»
For Masutis, this situation was more or less familiar before the Competition Commission decision, as it knew in which areas prevailing over Competition. In fact, as reported in CNN Greece, sources near the group had conducted paper exercises for all possible scenarios.
In practice, the easy case is the sale of six stores, where supermarkets «Run» the Cretan and Masuti chains themselves. There will be the points considered «weak links», as they are either not in a privileged position or carry out lower turnover and will be sold. As we were transported by circles near the administration, efforts are being made to secure all jobs.
The difficult «equation» It concerns the 47 affiliate stores, where after decades several will be invited to either close stores or to enter the competition. According to the same sources, consultations with the Masuti administration immediately begin to find the best solution possible to meet all three sides (Competition, Masuti and franchisee).
For Masoutis it is important that this development works for competitors like AB Vasilopoulos and My Market who have made a strategic decision in recent years to develop their network through franchise.
Here it is worth noting that in several cases franchises have more than one shop in local markets. According to circles close to Masuti's administration, the problem is expected to be solved within the next few days and will be made public to the Competition Committee the total network that will arise after the sale of 53 stores so that «orange light» done «green» and complete the takeover.
The case of Slavenitis – Marinopoulos
For the record, the biggest deal that has taken place in the history of Greek supermarkets, that of the acquisition of Marinopoulos by Sklavnitis in 2017, the Competition Committee laid as a condition the sale of 22 stores mainly in Athens and Crete.
In the case of Masouti – Cretan the number is much higher as it concerns smaller shops in more closed markets such as those of the islands.
