AB Vassilopoulos is moving ahead with a rapid strategic realignment aimed at safeguarding its market share against the upcoming wave of consolidation in the retail sector, spearheaded by the Masoutis–Kritikos deal.The Greek subsidiary of the Dutch group Ahold Delhaize is accelerating the implementation of its transformation strategy through 2028, which, according to AB Vassilopoulos CEO Nikos Lavidas, has already been completed by 70%-80%. A central pillar of the chain’s strategy is the shift toward an asset-light growth model through franchising. The company’s annual 60 million euro investment plan focuses on the targeted expansion of its network. By 2028, AB aims to operate 900 stores, of which 700 will function under a franchise model, serving as the key driver of organic growth and local market penetration.Talks over Carrefour storesThe strengthening of the network is being pursued through targeted acquisitions and mergers. Following the acquisition of a chain in Thessaloniki (12 stores) and the addition of 59 franchise outlets in 2025, the company made a strong entry into Santorini through the acquisition of three stores operating under the Carrefour brand, which were converted into company-owned AB outlets.According to Lavidas, discussions are currently underway regarding the acquisition of two to three Carrefour stores in Attica, which, if acquired, will be integrated into the franchise network. Commenting on the upcoming market reshuffling stemming from the Masoutis–Kritikos deal, he stated: “We still do not know which stores may change direction. So far, we only know the geographical areas involved.”100 new franchise stores in 2026For 2026, the company is planning the launch of 100 new franchise stores, with a focus on tourist destinations and island regions. In recent years, franchising has remained a strategic priority for the expansion of the AB Vassilopoulos network, as it provides a strong boost to turnover growth. The fact that approximately 40% of AB Vassilopoulos partners operate more than one store demonstrates that the model is also delivering significant value for medium-sized entrepreneurship.In terms of financial performance, AB’s turnover is expected to increase by 2.5% in 2025. A key challenge remains the recovery of profitability indicators, with management aiming for the operating margin to return to 4% by 2028 — the level recorded in 2021 — with franchising forming the backbone of the company’s expansion strategy.Sustainable growthAt the same time, AB Vassilopoulos is placing equal emphasis on sustainable development alongside strengthening its domestic commercial footprint. In this context, the chain unveiled a new partnership with WWF Greece extending through 2030, aimed at promoting a sustainable food system.The strategic partnership is built around six specific and measurable targets and commitments, including reducing greenhouse gas emissions and food waste, balancing sales between animal and plant-based proteins, reducing plastic use, ensuring the sustainable sourcing of seafood, and achieving zero deforestation across the supply chain.“The goals we have jointly set are demanding, but they represent meaningful commitments toward a sustainable transition with tangible impact. Our ambition is for this partnership to serve as a positive example that others will follow, ultimately leading to a significant reduction in the environmental and social footprint of Greece’s agri-food value chain,” said WWF Greece Director General Dimitris Karavellas.