Plusfresc grows by 2.8% and exceeds 200 million

SUPSA Supermarkets Pujol, owner of the Plusfresc chain, has surpassed the €200 million mark for the first time thanks to the opening plan it has implemented in recent years. The Lleida-based company has accelerated its growth and now has 89 stores, allowing it to slightly increase its turnover in a challenging year. Specifically, sales grew 2.8% in 2024, reaching €202.9 million. "We are satisfied because we are continuing to grow for another year," says Francisco González, CEO of Plusfresc.

In addition to opening its own stores, the company has launched its first gas station and facilitated the opening of franchises in towns with fewer than 1,500 inhabitants. "We offer this opportunity to our employees so they can start their own businesses and also reach smaller towns," says González.

It plans to invest 15 million in new establishments until 2027 to defend its position in Lleida.

The new opening plan for the 2025-2027 period will focus, however, on large, full-service establishments in the fresh food sector—butchers and delicatessens, fishmongers, and so on. "It's the format we feel comfortable with," the general manager emphasizes. To achieve this, they will invest approximately €15 million. The intention is to add at least three supermarkets and renovate another six stores per year. This means they expect to reach 100 stores within two years.

The expansion will focus on Lleida, where they have their stronghold. In the hyper-competitive retail business, with razor-thin margins, a change of just a few tenths of a percent in market share can cause an earthquake. That's why the Pujol family chain is focusing on protecting its location. Lleida and its surrounding area have seen a massive entry of competitors over the last two years, both in the hard discount and mid-high-end segments. Plusfresc maintains a 21.3% market share by area, while its closest competitor sits at around 14%.

The goal of growing in Barcelona and the metropolitan area is thus seen as somewhat delayed. "There are difficulties in finding adequately sized premises with reasonable rent," González notes. However, last year they opened a supermarket in Terrassa and have a presence in the Catalan capital. Manresa is among their next destinations. They expect further sales growth of around 6% by 2025.