Vendex KBB becomes Maxeda

The Netherlands retail group, Vendex KBB, will be known as Maxeda in future. The new name is also intended to mark the beginning of a new policy and a new corporate philosophy. However, the names of the trading formats are to be retained, along with their positioning in the marketplace. The portfolio includes hypermarkets, fashion houses and restaurants, as well as the Praxis and Formido DIY chains in the Netherlands and Brico in Belgium. The individual chains are expected to work together more intensively in the future under the Maxeda umbrella, in order to develop new strategies for Europe. A new marketing concept that offers a shop-in-shop solution has already been developed for the DIY retail channel Praxis, and actually put into practice in Almelo.
The Maxeda group's total sales amounted to € 3.819 bn in 2005 (2004: € 3.821 bn) and EBITDA came to € 249 mio (2004: € 248 mio).