Super de Boer
| Company type | Subsidiary |
|---|---|
| Industry | Retail (supermarket) |
| Founded | 1925 |
| Founder | Evert and Jan de Boer |
| Defunct | 2009 |
| Fate | Acquired by Jumbo |
| Headquarters | Amersfoort , Netherlands |
Area served | Netherlands |
| Parent | Laurus N.V. (later), Casino Guichard (majority shareholder until 2009) |
Super de Boer was a supermarket chain based in the Netherlands. Its parent entity, Super de Boer N.V., which was previously known as Laurus N.V., adopted the supermarket brand's name in January 2008.
Some Super de Boer outlets operated under franchise models. The French retail conglomerate Casino Guichard initially acquired a 37% share in 2002 and expanded its ownership to 57% by 2008. In October 2009, Dutch competitor Jumbo agreed to take the company private through a €552 million transaction, with Casino selling off its entire holding.
History
The Super de Boer brand traces back to grocery stores established by brothers Evert and Jan de Boer in 1925 and 1932 respectively. Their separate chains combined in 1970. In 1997, De Boer merged with competitor Unigro, forming De Boer Unigro and uniting De Boer supermarkets with Unigro’s Super outlets under the Super de Boer banner. The following year, De Boer Unigro merged with Vendex N.V., resulting in Laurus, which intended to rebrand all locations as Konmar. Due to unsatisfactory results, Laurus discontinued the rebranding effort in 2003; some Konmar stores reverted to the Super de Boer name while others maintained the Konmar identity. In 2004, Laurus initiated "Operation Refresh Express" to update store designs and private label products, aiming to eliminate an outdated and expensive image. By 2006, Laurus had divested all Konmar and Edah stores, leaving Super de Boer as its exclusive retail operation.