Caprabo prepares to "reconquer the market." Its executives do not tire of repeating it while presenting the figures that support this purpose. The Catalan supermarket chain, with its ownership equally divided between Eroski and the Czech holding EP Corporate Group, will invest 60 million euros in the next three years to gain market share by opening new establishments and renovating existing ones, as well as strengthening its private label and offers. The resources must serve to reach a turnover close to 900 million euros and an EBITDA of 34 million euros by 2026.
The company's growth plans come after the entry of EP Corporate Group in 2021. The Basque cooperative group, in fourth position in food distribution at a Spanish level, was looking for a travel companion to improve Caprabo's financial position and be able to relaunch the brand. Eroski even considered a total divestment in the supermarket chain it had bought in 2007 from the Botet, Carbó and Elías families for a price that exceeded 1,300 million euros, exploring the transfer to sector players such as Bon Preu or Carrefour. EP Corporate Group was chosen to enter the shareholding for a purchase value that did not transpire, but which could exceed 250 million euros. It is an investment group led by Daniel Křetínský, owner of Central Europe's main energy company, Energetický a průmyslový holding (EPH), and the main shareholder of the German distribution group Metro, the owner of Makro.
Supratuc was the resulting company, with ownership equally divided between Eroski and the Prague-based business holding. "We are stronger and more competitive," said the chairman of Supratuc's board of directors, Javier Amenazaga, who had been CEO and general manager of Caprabo after its acquisition by Eroski, between 2007 and 2010. "We are together, it has no deadline," Amenazaga remarked about the alliance with the Czech group.
In recent years, the main measures taken have been the reorganization of the store network, improving them but also closing premises and making openings such as a new supermarket in Sitges. All in all, sales have grown by 10% in the last two years, reaching 780 million euros in 2023, and EBITDA has risen by 23 million euros, to 15 million euros last year. "We have laid solid foundations. Caprabo is at its moment," emphasizes Amenazaga.
Taking advantage of the fact that this Thursday marked the 65th anniversary of Caprabo's first supermarket, which opened its doors in 1959 on Sant Antoni Maria Claret street, the company has presented the expansion strategy it will follow in the coming years. The main goal is to add more customers, aiming to go from the current market share of 4.76% to 5% in 2026. To do this, the chain will invest a good part of the 60 million budgeted in opening new supermarkets and implementing a new store concept, with a more open structure, a more natural decoration and a great prominence of ready-to-eat products ---freshly cut cold cuts or prepared salads---. It will also strengthen its technological platform, improving the shopping experience and making more efficient promotions through the use of artificial intelligence (AI) to reach 400,000 digital customers.
Regarding the openings, the general director of Caprabo, Edorta Juaristi, has detailed that they plan to add 38 establishments by 2026, of which 8 will be own stores ---with an area of between 1,300 and 1,500 square meters--- and 30 franchises ---with 300 square meters---. The focus will be on tourist and coastal areas, as well as in the surroundings of Barcelona, taking into account the saturation of actors in the city. The chain rules out expanding its borders beyond Catalonia and Andorra. One of the new premises will open this year, but the bulk of the inaugurations will take place next year. In total, it will mean incorporating about 200 workers to a current workforce of 6,000 employees.
Caprabo plans to add 38 establishments by 2026, of which 8 will be own stores and 30 franchisesWith 300 stores today, 170 owned and 130 franchises, the update of the facilities will have as its most outstanding project the renovation of the supermarket located in the L'Illa Diagonal shopping center, with the start of works scheduled for early this September and completion next year. The investment will amount to 5 million euros to transform the 4,000 square meters of the establishment, the largest in the chain.This new store model has already been tested in the supermarkets of Travessera de les Corts, Josep Tarradellas, Còrsega and Travessera de Gràcia, which have registered sales growth of 30%.
In this acceleration of the brand, Caprabo will also refine the products it offers on its shelves, with better prices, especially for fresh products and its private label ---Eroski and Seleqtia---. Likewise, Caprabo's own brands will be reinforced with new products, with a very important focus on pre-cooked dishes, a very differentiating factor in the Catalan market. Caprabo's basket is divided between 28.5% of own brands ---it wants to reach 30% in the next three years---, 24% of local products and the remaining 47.5% from other manufacturers.