O Georges Plassat has made no secret of what he thinks of the Carrefour Discount brand so it should come as no surprise that Carrefour has decided to overhaul the brand by removing the Carrefour logo.The Carrefour Discount label was created in 2009 by the then CEO Lars Olofsson, but when Plassat took over in 2012 he made it clear he wanted to disassociate the Carrefour logo from discount products, as it gives the impression it is an inferior brand. Shortly after he took over in 2012 he said "it obscures our image" and remarked "the competition is not selling discount products under its own name, is it?"
Carrefour will cease to use the Carrefour logo for its discount product range from 2015. However Carrefour Discount goods will continue to be available in Carrefour stores without the Carrefour logo.
The decision may not have been too difficult to come to as Carrefour Discount products are not performing especially well, particularly in their home market of France.
