Dairy Farm Group has rebranded with a new name DFI Retail Group.
On 3 August, the company announced that it officially unveiled the new name DFI Retail Group on LinkedIn. In the post, the company said, "We have a rich history dating back to 1886, when we started our business as a dairy company, supplying fresh milk to improve the health of people in Hong Kong. Now, 135 years later, our mission to provide fresh, high quality and affordable products to customers continues."
It added that DFI Retail Group is a people business that puts customers first always.
In addition to the new name, DFI Retail Group has also unveiled a new logo with a navy blue background with text "DFI Retail Group" on it. As of 30 June, DFI Retail Group, along with its associates and joint ventures, operates in over 10,000 outlets and employs about 230,000 people across its stores in Hong Kong, China, and Southeast Asia with business spanning food, health and beauty, home furnishings, restaurants and other retailing.
Previously in Hong Kong, the group's supermarket Wellcome strengthened its own-brand portfolio with the relaunch of the “Yu Pin King” brand and a new line of another own brand Meadows. Relaunched earlier this year, “Yu Pin King” offers a wide range of Chinese groceries with enhanced quality, number and packaging of the products. Currently, according to Wellcome, this brand offers about 150 products, including 130 groceries and more than 10 fresh produce.
Fann Yuen, own brand director of Dairy Farm, said that the group aimed to serve the community better and to provide products without compromising its quality — a commitment that is important during the pandemic. The brand develops its own-brand products based on three pillars: quality, value for money, and deliciousness. To better meet the needs in the Hong Kong market, Wellcome has a team of product development based in the city, who sources ingredients from across the globe to diversify its product range.
Speaking of the launch and relaunch of the own brands, Danni Peirce, commercial director of Dairy Farm, said it was the result of listening to customers' feedback as they hoped to have good quality products at a reasonable price.
Meanwhile, last year, Dairy Farm Group rolled out its rewards programme "yuu" to allow customers to enjoy promotions all in one app, aiming at enhancing competitiveness and retaining consumers. The "yuu" universe includes Wellcome, Mannings, 7-Eleven, IKEA, Market Place by Jasons, Market Place, PHD, 3hree6ixty, Oliver’s the Delicatessen, Jason’s ichiba, Wellcome Delivers and Market Place Delivers. A digital-first programme, "yuu" is the first digital platform that connects Dairy Farm Group’s brands digitally. Previously, the brands within the group had their own dedicated programmes and initiatives.
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