NewPrinces Group to rebrand 1,000 Italian Carrefour stores as GS

NewPrinces Group, which acquired Carrefour’s Italian operations last year, has announced a major rebranding and modernization project for over 1,000 stores. The company is reviving the historic GS brand, which had been absent from the market for over two decades following its acquisition by Carrefour in 2000.

The initiative involves the gradual renovation of approximately 1,000 locations, including roughly 750 franchise stores. According to NewPrinces Chairman Angelo Mastrolia, the return of the GS logo is intended to leverage a recognizable brand identity rooted in Italian retail history to strengthen consumer connections.

Beyond marketing, the project serves as a core component of the group’s industrial strategy to achieve vertical integration. By rebranding, the company aims to unify production, logistics, and distribution into a single, integrated supply chain model.