Premium Private Labels (PPLs): from food products to concept stores

The chapter describes a specific organizational case study of PPL extension from food products to concept stores, analyzing, with a qualitative approach, the PPL strategies of the Italian-based retailer: Conad Scrl, with particular reference to the launch and development of its PPL flagship stores, which are branded Sapori & Dintorni. The case study analysis was performed by examining company reports and documents and conducting semi-structured interviews (in April 2017) with Conad’s Brand Manager and other important key informants involved in the PPL concept store planning, design, launch and management – namely the Conad’s Store Marketing Manager and the Store Proximity Development and Innovation Manager - in order to understand goals and objectives, with particular reference to the role of PPL food products.The chapter proceeds as follows. First, Conad’s company profile is briefly presented, followed by a discussion of the company’s PPL strategies and the specific case of a Sapori & Dintorni ice-cream concept store called ‘Cremerie Sapori & Dintorni’ . The chapter then moves to examine the organizational implications deriving from the case-study, as well as the possible implications for consumers.