PLUS (Dutch supermarket)


De Sperwer U.A., whose members trade as PLUS under licence from PLUS Holding B.V., is a Dutch co-operative supermarket chain headquartered in Utrecht. Its 227 members operate, as ‘independent entrepreneurs,’ 260 stores across the Netherlands. In 2017 the members had total revenues of €2.4 billion and an overall 6.4% share of the Dutch grocery market.

History

The PLUS formula was created in 1988 as Plusmarkt, replacing De Sperwer’s previous 4 = 6 supermarket chain. In 2001, Plusmarkt was rebranded as PLUS. Online shopping, with the option of home delivery or in-store collection, was introduced at some branches in 2015.

Organization

Stores operated under the PLUS brand are owned and operated by 227 ‘independent entrepreneurs’ who are all members of the De Sperwer co-operative. PLUS Holding B.V. licenses the PLUS formula to them and runs large-scale marketing campaigns on their behalf. The chain's market power is increased through membership of the Superunie purchasers’ co-operative.
The PLUS organization has its headquarters in Utrecht. It also operates three national and three regional distribution centres.

Acquisitions

In 2006, as part of a consortium takeover with Sligro, De Sperwer purchased eighty branches of Edah from Laurus and converted them all to PLUS. De Sperwer also unsuccessfully attempted to take over Super de Boer and Emté in 2009 and 2018 respectively.

Awards

PLUS was awarded Best Organic Store Chain by Milieudefensie and Solidaridad for the fifth time in 2010.
In a 2013 survey by MarketResponse, PLUS was named ‘most customer-friendly company in the Netherlands.’ It was also ‘most customer-friendly supermarket’ in the same survey in 2018 and 2019.
PLUS has scored highest among Dutch supermarkets in annual surveys by GfK several times: in the meat category each year from 2017–19; in the bread category in 2019; in the corporate social responsibility category each year from 2015–19; and in the wine category each year from 2013–18.