This article was written by the team of Food Retail Italia, the official representative of the international trade fairs Cibus and TuttoFood Milan in Latin America.
Tiendas Ara is a clear example of how the discount format has consolidated its leadership in Colombia, challenging the dominance of traditional large-scale retailers.
Proximity has become the defining concept for every retailer operating in this segment, and Ara’s case illustrates this shift perfectly.
The Portuguese group Jerónimo Martins has made major investments in Colombia — investments that initially faced difficulties taking off. In Europe, this is nothing unusual: when a multinational mass-market retailer enters a new market, it inevitably pays the price of learning — not only about consumers but also about local competitors and logistics realities.
Ara’s early hybrid model — heavy in private label within a market still dominated by branded goods — slowed its start. But it was the Colombian consumer who ultimately guided the chain toward its most profitable path.
The inflationary pressures and widespread “trading down” of the past few years accelerated the shift toward private label, reshaping the competitive landscape.
By 2024, the turnaround was clear: Ara had become one of the most dynamic and profitable retail banners in the country.
This article examines both the current state of Tiendas Ara and the broader evolution of Jerónimo Martins Group, whose performance varies across markets — revealing the truth behind the numbers globally and, above all, in Colombia.
FOOD RETAIL ITALIA at PRÍVEL MADRID – Pavilion 7 – Stand 7A27A – November 5–6
2024 Results: Solid Growth Despite European Slowdown
Jerónimo Martins closed 2024 with positive results, even amid a slowdown in Europe.
Consolidated sales reached €33.46 billion, up 9.3% year on year.
EBITDA totaled €2.23 billion (+2.9%), with an operating margin of 6.7%, down from 7.1% the previous year.
Net profit stood at €599 million, reflecting a one-off allocation of €40 million to the newly established Jerónimo Martins Foundation.
The group’s international strategy continues to rest on three pillars: leadership in Poland, stability in Portugal, and accelerated growth in Latin America, where Ara has emerged as the main driver of incremental profitability.
Colombia: Ara Returns to Profit and Accelerates Expansion
Despite a still-challenging macroeconomic context — GDP +1.7%, inflation averaging 6.6%, unemployment at 10.2% — Ara increased its 2024 sales by 11.1% in Colombian pesos and 17% in euros, reaching €2.85 billion.
EBITDA more than doubled (+113%), with margins rising to 3.4% from 1.9% the previous year, signaling a return to operational profitability on a pre-IFRS16 basis.
This growth was driven by a clear strategy: strengthening price positioning and expanding private label penetration as a response to the erosion of household purchasing power.
In 2024, the company opened 150 new stores (148 net), surpassing 1,438 locations, while also inaugurating a new distribution center and advancing construction on additional logistics platforms slated for 2025.
In 2025, Ara continued its rapid expansion in Colombia, supported by the completion and launch of new key logistics hubs that optimized national supply and operational efficiency.
In just the first half of the year, the chain added 96 new stores, including 58 locations acquired from Colsubsidio, surpassing 1,530 stores by midyear.
The pace of openings has remained robust throughout the year, with forecasts suggesting that Ara will exceed 1,600 stores by the end of 2025 — a historic record for discount retail growth in Colombia.
This trajectory confirms Ara’s status as the fastest-growing retailer in the country, backed by a modern logistics network and a highly efficient commercial model.
Logistics Power: The New Backbone of Ara
Ara’s strength in this new phase lies in its fully restructured logistics network, designed to sustain its expanding retail footprint and ensure nationwide coverage.
The Palmira Distribution Center (Valle del Cauca), inaugurated in May 2024 and fully operational in 2025, has become the key hub for southwestern Colombia.
With 21,000 square meters of built area, capacity to supply up to 200 stores, and over 1,400 solar panels, the facility is a benchmark in sustainable logistics, combining dry and cold storage areas in one integrated platform.
Meanwhile, the Cota Center (Cundinamarca) was completed in early 2025. Strategically located to serve Bogotá and the central region, it can supply more than 250 stores, significantly reducing delivery times and logistics costs.
This site represents an investment of over 300 billion Colombian pesos, positioning Ara among Colombia’s most advanced retailers in distribution infrastructure.
Further north, the Girardota Center (Antioquia) is entering its final implementation phase and is expected to become operational by the end of 2025.
It will play a vital role in supporting expansion across Antioquia, the Caribbean Coast, and western Colombia, with capacity for 180–200 stores.
Together, Palmira, Cota, and Girardota form the logistical backbone that will give Ara nationwide reach. Beyond ensuring efficient replenishment and product availability — fresh, frozen, and private label — this network enables Ara to manage regional demand peaks and enhance in-store service levels.
Thanks to this infrastructure, Ara projects annual sales increases of between 400 and 600 billion Colombian pesos, reinforcing its leadership in the national discount segment.
Conclusion
The results of 2024 and the first half of 2025 confirm that Jerónimo Martins has reached an operational maturity that allows it to sustain growth even in divergent market conditions.
Colombia, through Tiendas Ara, has become the group’s new strategic frontier — a market where social impact, logistical strength, and sustainable expansion intersect.
With a modern distribution network and a flexible, data-driven business model, Ara is poised to lead the next phase of discount retail in Latin America, driving Jerónimo Martins’ global growth from the heart of South America.
