In a period in which large-scale distribution seems increasingly divided between those who focus only on low prices and those who instead invest in highly specialized concepts, there is one brand that still manages to stand out for its balance and continuity: The giant, the chain of the Rialto SpA group, one of the most recognized and appreciated brands in Northern Italy.
The most recent data published on GDO News based on an analysis conducted by GDO Data's Research Department paints a very clear picture: Il Gigante is one of those businesses that, despite facing a hypercompetitive market like Lombardy's, continues to grow thanks to a solid, recognizable business model that is true to its identity. The group has surpassed €1 billion in revenue, with a significant portion generated by its largest stores, namely superstores and hypermarkets measuring over 4.500 square meters.
But what's surprising is that even medium-large supermarkets, those with sales between 1.500 and 2.500 square meters, are growing. The only slight decline concerns smaller stores, around 1.000 square meters, but the decline is so limited that it doesn't alter the overall picture: Il Gigante remains one of the region's most solid brands.
If you ask yourself why, the answer comes by observing a simple fact: the productivity per square meter, or how much a store earns in relation to its surface area. Here, Il Gigante achieves figures in line with the market's top performers. This is largely thanks to the larger superstores and supermarkets, which combine a breadth of product range, product quality, and a richer shopping experience.
And the shopping experience is the brand's true secret. Il Gigante has always defined itself as "masters of the fresh”, and those who frequent their stores know well what that means: carefully curated counters, a wide selection of meat and fish sections, in-house bakery and pastry shop, ample space for daily specials, and a keen attention to presentation and quality. In the fresh produce sector, Il Gigante continues to stand out like few others, thanks in part to constant work on assortments, supplier selection, and attention to detail.
READ THE STUDY PUBLISHED ON GDO NEWS
In a market where many are betting everything on price, Il Gigante has chosen a different path: that of affordable quality, assortment depth, and loyalty through service. It's a clear, recognizable strategy, and above all, consistent with the expectations of consumers who seek convenience but don't want to sacrifice freshness, safety, and variety.
Despite growing pressure from discounters and an economic downturn pushing for more cautious choices, Il Gigante manages to maintain a strong position, especially in Lombardy, thanks to a mix that few competitors can replicate: large, well-organized stores, high-quality fresh produce, stores that facilitate daily shopping, and an offering that appeals to those seeking quality every day.
In a time of rapid transformation, this ability to remain true to its identity—evolving without distorting itself—is perhaps the key that allows Il Gigante to remain one of the most solid points of reference for thousands of consumers.
