Edge Capital acquired a 50% stake in the new Brio biological supermarket chain in May 2010. Edge Capital is The Edge Group's venture capital and private equity holding company. Its main aim is to be the group's growth platform for the activities related with the real estate area.
The Brio project consists in the launch of a nationwide biological supermarket chain. The first Brio supermarket opened in September 2008 and is Lisbon's largest biological supermarket. Located in Campo de Ourique, it offers a wide range of over 6,000 certificated additive-free biological-agriculture products, including vegetarian, dietetic and gluten-free products, at lower prices. Part of its team comes from the Portuguese Agronomy Institute, thus ensuring a qualified service to its more than 1,000 clients per week.
With its distinctive positioning, the Brio brand aims at reinforcing the importance of guaranteed quality products that are concerned about a sustainable and environmentally friendly world, in which genuine is a synonym of quality, health, responsibility and contribution to a better world. Brio already has a client loyalty program, with over 4,500 customers who are contacted on a regular basis, and takes part in several kinds of events – ranging from workshops and cooking classes to visits to producers - in order to highlight the importance of biological products and its distinctive positioning in the food retail sector.
Two new Brio supermarkets are expected to open before the end of 2010, the first one in Carnaxide, in November, with an area of 600 sq. metres, and the second in Alcântara, at the LX Factory, with an area of 400 sq. metres. |