The new store format, which the company is currently testing, complements its portfolio in the proximity retail segment, which includes the LaDoiPasi franchise and has more than 2,400 stores at present.
Located in dense urban areas, LaDoiPasi Extra stores cover areas of 60 square meters to 200 sqm and sell a wide range of food and non-food products, focusing on ready-to-eat, ready-to-go, ready-to-cook solutions.
The LaDoiPasi Extra store chain has reached 30 units in capital city Bucharest.
Metro Convenience Romania, the company through which the new store brand is operated, was established in 2022. The company reported a turnover of RON28 million, loss of RON20.2 million and an average number of 133 employees for 2023, as per data available on the finance ministry website.
Metro Romania had a turnover of over RON10 billion in 2023, up 13% year-over-year. METRO is active in the cash & carry segment, with 30 own stores.