Super Indo appoints Stephane Deutsch as brand president

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Super Indo has appointed Stephane Deutsch (pictured) as brand president, marking a leadership transition at one of Indonesia’s leading food retailers. The appointment takes effect on 22 June 2026.

Deutsch succeeds Boudewijn van Nieuwenhuijzen, who is leaving the company to pursue a career opportunity outside the group. Super Indo is operated by a joint venture between international retail giant Ahold Delhaize (the Netherlands) and Indonesia’s Salim Group.

Ahold Delhaize confirmed that Deutsch joins from TotalEnergies Marketing Egypt, where he currently serves as CFO for Egypt. His career spans Europe, Asia and the Middle East, including roles as CEO of SPAR International in the UAE, president director of Hero Supermarket in Indonesia, and CEO of Carrefour Malaysia & Singapore. He began his career with the Carrefour Group, spending 23 years in multiple leadership positions.

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The move places a seasoned international operator back into the Indonesian grocery market at a time when proximity retail, omnichannel integration and operational resilience remain high on the agenda.

“I firmly believe that one of the key strengths of food retail lies in proximity. Super Indo has a strong purpose, a trusted brand, and a deep commitment to serving communities across the country. I am proud to join the team, partners and customers, and I look forward to building on this incredible legacy, accelerating our omnichannel development, and continuing to drive sustainable growth for the future, always with our customers at the centre of everything we do,” Deutsch said.

Claude Sarrailh, CEO of Ahold Delhaize Europe & Indonesia, framed the appointment as both a continuity and transformation play for the brand.

“Over the course of his career, he has built a strong track record of leading complex omnichannel retail operations, driving business transformation, and delivering strong commercial and organisational results across diverse markets. His deep understanding of the Indonesian retail landscape and his commitment to people first leadership make him exceptionally well-suited to guide Super Indo into its next phase,” he said.

“I would also like to sincerely thank Boudewijn for his valuable contributions during his tenure; his people-oriented leadership has played an important role in strengthening the brand and setting a solid foundation for the future while increasing speed and growth in a challenging time in this market.”

Van Nieuwenhuijzen’s departure closes a chapter that began in 2001, when he first joined Ahold Delhaize. Over the years, he held multiple leadership roles across operations and commerce, later working for Unilever, Hema and Boost between 2008 and 2018 before returning as VP of commerce at Etos. Prior to becoming brand president of Super Indo in 2023, he served as VP of operations at the brand.

Reflecting on his tenure, he said: “It has been a true privilege to lead Super Indo and to work with such dedicated and passionate teams across Indonesia. I am proud of what we have accomplished together. We deepened our commitment to our customers and the communities we serve. As I step into my next chapter, I want to thank all colleagues and partners for their trust and collaboration. I am confident that under Stephane’s leadership, Super Indo will continue to grow, innovate, and thrive.”

For Ahold Delhaize, the appointment signals an intent to reinforce Super Indo’s local relevance while sharpening its omnichannel capabilities in a competitive Indonesian retail landscape – one where proximity, trust and operational execution increasingly define brand strength.

Be part of PR Asia Indonesia 2026 on 15 July 2026 – the first time this regional communications flagship lands in Jakarta – bringing together communications leaders ready to redefine influence, reputation, and impact!

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