Recheio is the biggest
cash-and-carry chain of stores operating in Portugal.
History
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
Viseu and in 1986 in
Aveiro and
Vila Real.
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
Valença may refer to:
People
* Marquis of Valença, a Portuguese title of nobility
*Count of Valença, a Portuguese title of nobility
* Alceu Valença (born 1946), a Brazilian composer
*Valença (footballer) (born 1982), full name Manoel Cordei ...
and
Mirandela and in 1995 they acquired a company called Jasil which added two more stores in
Torres Novas and
Leiria
Leiria (; cel-x-proto, ɸlāryo) is a city and municipality in the Central Region of Portugal. It is the 2nd largest city in that same region, with a municipality population of 128,640 (as of 2021) in an area of . It is the seat of its own distr ...
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
Lisbon (; pt, Lisboa ) is the capital and largest city of Portugal, with an estimated population of 544,851 within its administrative limits in an area of 100.05 km2. Grande Lisboa, Lisbon's urban area extends beyond the city's administr ...
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
Regedor. The chain continued to grow, opening stores in
Lagos,
Faro,
Portimão,
Leiria
Leiria (; cel-x-proto, ɸlāryo) is a city and municipality in the Central Region of Portugal. It is the 2nd largest city in that same region, with a municipality population of 128,640 (as of 2021) in an area of . It is the seat of its own distr ...
(This store replaced an older one),
Intendente,
Santa Maria da Feira,
Fátima,
Évora and
Vila Franca de Xira.
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:
* 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,
Euroshopper
Euro Shopper was a discount brand of everyday commodities developed and marketed by AMS Sourcing B.V. It was introduced to the market in 1996, and branded products have been sold by some of the AMS members in different countries in Europe since ...
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
Lisbon
Lisbon (; pt, Lisboa ) is the capital and largest city of Portugal, with an estimated population of 544,851 within its administrative limits in an area of 100.05 km2. Grande Lisboa, Lisbon's urban area extends beyond the city's administr ...
and
Viana do Castelo.
Currently in 2014, the chain counts with over 100 franchised stores in continental Portugal and on the Archipelagos of Madeira.
(In Portuguese)
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See also
* Jerónimo Martins
* Pingo Doce
External links
*
Amanhecer's website
Jerónimo Martin's corporate website
References
{{Reflist
Retail companies of Portugal