Hypemarket operator Auchan is to launch a new discount format at Mulhouse in eastern France, by rebranding one of its underperforming stores.

The store will adopt a new banner, called Priba by Auchan. Employees of the store were told about the change on December 24 by store director Marc Du Colombier.

The rebranding of the outlet marks the next stage in Auchan’s group strategy to convert its most underperforming stores into discount formats on an ad hoc basis in all of the markets in which it operates.

The retail giant has already opened two Raduga discount hypermarkets in Russia.