Recheio

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Recheio Cash & Carry, S.A.

Parent		Jerónimo Martins
Website	Recheio Website (In Portuguese)

Recheio is the biggest

chain of stores operating in Portugal.

History

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The company was born in Figueira da Foz in 1972, with the concept of auto-service for owners of small and medium commercial stores. In 1984, the company opened stores in

.

In 1988, the group Jerónimo Martins acquired 60% of Recheio while buying the remaining 40% in 1989. In 1990, the group purchased a cash-and-carry store called Arminho in Braga and bought a store from Riberalves on Torres Vedras.

In 1993, they opened more stores in Valença and Mirandela and in 1995 they acquired a company called Jasil which added two more stores in Torres Novas and Leiria to their portfolio.

In 1996, they acquired the company Libarme, to add yet another store in Barcelos, while opening in the same year a store in Lisbon near the airport.

In 1997, they introduced a brand, MasterChef and acquired Coimbralimentar, adding another store in Coimbra. In 1985, the brand opened stores in Caldas da Rainha and Ramalde.

At the end of the decade, they opened a new store in

.

In 2009, they created a second brand called Amanhecer and in 2010, they created another brand called Gourmês.

Recheio's brands

As of 2014, the company marketed its products under several brands:[1]

• MasterChef: Its positioning is: "best food at the best price"
• Amanhecer: Targets small business owners all consumers.
• Gourmês: Targets restaurants, coffee parlors and hotels. Its positioning is "high quality".

Although not mentioned,

brand products can be acquired on Recheio stores.

Amanhecer store project

Because of the success of the brand, in 2011, the company decided to launch 2 pilot mini-markets called Amanhecer and that only sold Amanhecer brand products in

Currently in 2014, the chain counts with over 100 franchised stores in continental Portugal and on the Archipelagos of Madeira.[3]

See also

• Jerónimo Martins
• Pingo Doce

References

External links

• Official website (in Portuguese)
• Amanhecer's website (in Portuguese)
• Jerónimo Martin's corporate website