Profi

Stores and sales more than tripled and headcount doubled as Profi drew on MidEuropa’s proven sector expertise in scaling retail businesses to create Romania’s leading supermarket chain.

 

Since MidEuropa’s investment in 2017, Profi has grown to become the largest supermarket chain in Romania (based on number of stores), and one of the fastest-growing retailers in the country, successfully adding over 1,200 stores and increasing sales by more than 3.5x.

 

MidEuropa invested in Romania’s leading proximity supermarket chain Profi in February 2017, following a two-year period of active engagement with the company’s management and previous shareholders. MidEuropa sought to gain exposure to the Romanian retail market, due to its significant growth potential driven by the opportunity to capture substantial white space, and to leverage the experience gained through its ownership of  Żabka in Poland to create a national retail champion.

Throughout MidEuropa’s ownership, Profi embarked on a highly successful growth journey focused on careful fine-tuning of its customer proposition, including an ambitious roll-out of stores and a local approach to suppliers and customers. The number of Profi stores more than tripled to over 1,800, while the workforce expanded by over 15,000 employees to exceed 28,000, establishing Profi as the largest private employer in the country. A strong customer-centric strategy fuelled a significant increase in revenues, from c.€800 million to c.€2.8 billion, with a substantial portion reinvested into the local economy through partnerships with Romanian suppliers, including food producers, farmers, and distributors.

MidEuropa’s stewardship saw Profi’s logistics functions upgraded and centralised, with three new distribution centres opened. The customer experience was enhanced by introducing segmented offerings that cater to local preferences, while store modernisation created a more welcoming atmosphere, complemented by a tailored assortment and fresh food offering. Corporate governance was also enhanced, with best practices implemented.

 

Putting people first

Profi’s growth narrative is fundamentally a human one, with the nationwide network roll-out bringing fresh, local produce in a modern shop to rural Romania and helping communities to conveniently access healthy food at reasonable prices. The business was founded in 2000 and covered all 41 counties across the country by the end of 2024.

To ensure the brand could effectively reach all Romanians, MidEuropa made substantial investments in Profi, allocating over €600 million in capital expenditure. Strategic pricing investments were implemented to attract customers and gain market share, thereby enhancing the company’s long-term sustainability. During the COVID-19 pandemic, Profi stores remained open to serve local communities, despite heightened operational challenges and increased labour costs, underscoring its commitment to reliability and service during a period of need.

 

Digital enhancement

MidEuropa supported Profi in making substantial investments into digital capabilities, including the launch of a mobile application in 2022, which attracted over 700,000 sign-ups within two months and reached 2.5 million users by the end of 2024. Designed to enhance customer engagement, the app features personalised offers, menu inspiration, and interactive games. Users of the app typically exhibit basket sizes at least one third larger than non-users. The data generated through the platform enables Profi to deliver a more tailored customer experience, while automation enhances efficiency and convenience for both customers and staff.

Integrating human intelligence with generative AI has further enhanced the customer experiences within Profi’s app, as it enables customers to benefit from tailored ideas and promotions. In a 2023 pilot initiative, store vouchers and leaflets were uploaded into the Azure AI platform, where Microsoft 365 CoPilot was used to generate personalised menus and recipe suggestions based on available loyalty offers. This innovation reflects Profi’s ongoing commitment to leveraging technology to deliver added value and convenience to its customers.

Profi’s seven-year growth story under MidEuropa’s stewardship came to a successful conclusion in January 2025, when MidEuropa completed the sale of the company to Ahold Delhaize, one of the world’s largest food retail groups, for an Enterprise Value of approximately €1.3 billion pre-IFRS 16 (€1.8 billion post-IFRS 16), in what has been the largest grocery deal ever in continental Europe involving private equity and the largest PE-backed exit in Romania. Bringing Profi together with Mega Image, Ahold Delhaize’s Romanian brand, is expected to complement and expand Ahold Delhaize’s Romanian footprint to provide an even stronger offering for Romanian consumers as it better serves both urban and rural areas.