Sales of private brand products represented 23% of last year’s revenues for Romanian supermarket chain Mega Image, which is part of Belgian group Delhaize, according to the group’s sustainability report.

Mega Image had a turnover of EUR 530 million in 2013, up by a third compared to 2012, according to official data from the Finance Ministry. This means that private brand sales were EUR 122 million.

Private label products are manufactured or provided by other companies under the retailers’ brands.

Mega Image sells three such brands in Romania: 365 and Delhaize, which are the group’s international brands, and Gusturi Romanesti (Romanian Tastes), which is the retailer’s brand for Romanian food products. Gusturi Romanesti includes dairy products, meat products, flour products, but also fruits and vegetables, which are provided by Romanian producers.

Mega Image is one of the largest supermarkets chains in Romania. The retailer currently has 328 units under the brands Mega Image and Shop&Go.

Andrei Chirileasa, andrei@romania-insider.com