Each partner’s initial investment in the joint venture will be £12.5m, and given start-up costs, each partner said it expects to incur a post-tax loss in the region of £5-10m up to 31 March 2015.
Per Bank, CEO of Netto’s parent company Dansk Supermarked, said: “It’s great to be bringing a new twist to the rapidly-growing UK discount sector. We’ll offer market-leading value to customers with the freshness and innovation that customers rightly associate with Denmark.
“The discounter experience, operating model and systems of the Dansk Supermarked group, combined with Sainsbury’s UK market insight, property expertise and logistics excellence will help deliver a discounter format we think UK customers will love.”
The new Netto stores will represent a complete departure from the format that left the UK market in 2010, the two retailers claim. According to the duo, they will offer outstanding value and ease of shopping to customers and will feature a great fresh food offer as well as an in-house bakery offering fresh Danish breads and Danish pastries.
There will also be weekly and seasonal “when it’s gone it’s gone” offers in both food and non-food ranges, bringing customers a “new world every week” at outstanding prices, the retailers said.
Mike Coupe, CEO designate of Sainsbury’s, said: “We are very excited about helping to bring the new Netto to British shoppers. This joint venture provides a great opportunity for us to gain exposure to the high growth discount market for the first time in partnership with Dansk Supermarked, whose expertise and values are a strong complement to our own.
“If successful, this trial has the potential to open up a new long term growth opportunity for us complementing our fast expanding convenience, online and non-food businesses, as well as our existing supermarket estate.”
The UK discount sector is currently worth an estimated £10bn in annual sales and is forecast to double in value to approximately £20bn in the next five years (source: IGD).
Netto will be led by Morten Möberg Nielsen, previously managing director of Netto International in Germany, whose successful track record spans 18 years in retail including 14 years with Dansk Supermarked.