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BELGIUM
SOUTHEASTERN EUROPE
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Delhaize Group Annual Report 2014 33
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Belgium is the Delhaize Group's historical home market. At the
end of 2014, Delhaize Group operated a multiformat nelwork
of 880 stores in Belgium and the Grand Duchy of Luxembourg.
In 2014, Delhaize Belgium's revenues of €4.9 billion accounted
for 23% of the Group's total revenues.
Delhaize Group's Southeastern Europe segment includes the
operations in Greece, Romania, and Serbia. This segment
generated revenues of €3.1 billion in 2014, 14% of the Group
total.
DELHAIZE
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In Belgium, Delhaize continued to operate in a challenging
environment in 2014 as Belgium slid into deflation, the
economy hardly progressed and consumer confidence
declined further from an already low December 2013 base.
In Southeastern Europe, 2014 was a challenging economic
year in Greece and Serbia. In Romania, a largely positive
economic environment prevailed.
Implement the Transformation Plan in Belgium.
Difficult economic environment in Greece and Serbia.
1 The Transformation Plan agreed to in February 2015
will ensure that Delhaize Belgium will be able
to invest appropriately in the company's future
As part of the "Buy well, Eat well" campaign,
Delhaize remodeled and re-opened four next
generation stores
Revenue growth in Greece despite a retail sector
that continued to be under pressure
In Romania, revenue growth was largely driven
by continuing store expansion and positive
comparable store sales growth
In Serbia, despite tough economic conditions, we began to
see the early success of remodeled stores
UNDERLYING
OPERATING PROFIT
(IN MILLIONS OF
196 198 118
12 13
14
REVENUES
1 MILLIONS OF
4 922 5 072 4 919
12
13
14
UNDERLYING
OPERATING PROFIT
(IN MILLIONS OF
121 130 135
12 13
14
REVENUES
I MILLIONS OF
2 825 2 985 3 082
III III
12
13
14
Maximize the benefits of Coopernic, Delhaize Group's
European buying alliance
Differentiate the store experience (remodelings)
Increase competitiveness of price and promotion
Develop the omnichannel offer
1 Maximize the benefits of Coopernic, Delhaize Group's
European buying alliance
Further store expansion
Comparable store sales growth
