Hypermarket operator Casino has launched a store format targeting female shoppers.

Located in Montpellier, France, the Géant Casino Odysseum has a sales area of 130,000 sq ft and focuses on fresh produce, private labels, textiles, homewares and leisure categories.

Signage throughout the store is designed to connect with the customer, with sections called, for example, “mon coin jardin” (my gardening area) and “ma pause” (my break), the latter containing cosmetics and other health and beauty products.

Other features include a designated organic area, an Orange shop-in-shop and services such as internet and SNCF train ticket terminals.