CRAI

What CRAI does

CRAI Secom S.p.A. operates a nationwide Italian supermarket cooperative marketed under the CRAI banner. The business is structured as an association of independent retailers ("Associati a CRAI") who operate storefronts under four formats — standard CRAI supermarkets, larger CRAI Extra stores, premium Cuor di CRAI locations, and hypermarket-scale CRAI Supercentri — supplied through eight regional distribution centers (Ama, Arcev, Codè, Mediterranea, Sardegna, Sicilia, Supercentro, Tirreno) that provide nationwide coverage from Valle d'Aosta to Sicily.

Underpinning the retail operation is a broad private label portfolio organized by category: core grocery under the CRAI line; health and wellness lines (CRAI Sport, CRAI Proteico, In Armonia, In Armonia Corpo e Capelli, Integratori Crai Farma, Vitamina D); organic and eco-friendly lines (CRAI Bio, CRAI Eco); Italian supply-chain-verified produce and meat (Filiera Ortofrutta, Filiera Carni); premium Italian specialties (Piaceri Italiani, La Rosa dei gusti); a pet line (Randy cat and Randy dog); and a wine selection (Cantina CRAI). The digital layer consists of the CraiGo online grocery platform and mobile app for home delivery and the CartaPiù loyalty program, which accrues one Punto Cuore per euro spent.

The revenue model is retail grocery sales generated through affiliated storefronts and the CraiGo online channel, with a cooperative-style transaction economics layered on private label pricing, loyalty-driven repeat purchase, and periodic in-store promotional campaigns such as Spendi e Riprendi and Prezzi Tondi. The legal entity is incorporated in Italy as a public limited company, is registered as a Società Benefit (Benefit Corporation), and maintains a partnership with Fondazione Veronesi for healthy-lifestyle communications. Pricing is not publicly disclosed and varies by store and promotional period.

Name

CRAI

Legal name

CRAI Secom S.p.A.

Website

https://crai-supermercati.it

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

501–1,000 employees

Short description

CRAI Secom S.p.A. is an Italian supermarket cooperative that supplies a nationwide network of affiliated independent retailers operating across four store formats (CRAI, CRAI Extra, Cuor di CRAI, CRAI Supercentro) and serves Italian household consumers with private label grocery, health, and wellness products, supported by eight regional distribution centers, the CraiGo online platform, and the CartaPiù loyalty program.

Ownership category

akta.pro rank

Product category

Grocery Retail

NAICS

Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511)

SIC

Retail-Grocery Stores (5411)

akta.pro primary industry

Independent Supermarkets & Neighborhood Grocers (CRAHAAAB)

Keywords

• Italian supermarket chain
• Grocery retail network
• Private label groceries
• Online grocery delivery
• Loyalty grocery program

Headquarters

HQ city

Segrate

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Retail Grocery Sales: Revenue generated from the sale of grocery products through physical retail supermarket stores across Italy. CRAI operates under a cooperative association model where independent retailers (associati) operate stores under the CRAI brand, with centralized distribution through regional hubs.

Pricing tiers

Distribution channels6 records

Marketing channels5 records

Core offering

CRAI operates a nationwide cooperative network of affiliated Italian supermarkets selling groceries, fresh produce, meat, private label products, wines, and pet supplies across multiple store formats (CRAI, CRAI Extra, Cuor di CRAI, CRAI Supercentro). The core offering also includes the CraiGo online platform for home delivery and the CartaPiù loyalty program, supported by 8 regional distribution centers and certified Italian supply chains for produce and meat.

Product overview

CRAI is an Italian supermarket chain operating as a retail cooperative network with a unified platform-plus-modules architecture. The core offering consists of physical retail stores across Italy, complemented by the CraiGo mobile application for online grocery shopping and the CartaPiù loyalty program for customer engagement. The product portfolio includes multiple private label brands organized by category: core grocery products under the CRAI line; health and wellness lines including CRAI Sport, CRAI Proteico, In Armonia, In Armonia Corpo e Capelli, Vitamina D, and Integratori Crai Farma; organic products under CRAI Bio; eco-friendly products under CRAI Eco; supply chain verified lines for produce (Filiera Ortofrutta) and meat (Filiera Carni); premium Italian specialties through Piaceri Italiani and La Rosa dei gusti; pet care products under Randy cat e Randy dog; and Cantina CRAI featuring Italian wines. The stores operate under various formats including CRAI, CRAI Extra, and Cuor di CRAI.

Differentiator

Problem solved

Functional benefit

Brands

• CRAI Sport: Product line dedicated to sports nutrition and fitness.
• CRAI Proteico
• CRAI Bio
• CRAI Eco
• In Armonia
• In Armonia Corpo e Capelli
• Integratori Crai Farma
• Vitamina D
• La Rosa dei gusti
• Piaceri Italiani
• Randy cat e Randy dog
• Cantina CRAI
• CartaPiù
• CraiGo

Products and services

• CraiGo Online grocery shopping service that allows customers to order CRAI groceries for home delivery or pickup, providing convenience and CRAI quality at home; for Italian consumers shopping for daily and weekly grocery needs.
• CartaPiù Customer loyalty card program where shoppers earn Punti Cuore (1 per euro spent) redeemable for rewards, driving retention across CRAI stores and CraiGo.
• CRAI (Linea CRAI) Core CRAI private label brand offering quality and value for everyday grocery shopping across multiple product categories.
• CRAI Sport Private label product line designed for sports enthusiasts, providing nutritional support for workouts and active lifestyles.
• Crai Proteico Protein-enriched private label product line providing a protein boost for health-conscious consumers and fitness-focused shoppers.
• CRAI Bio Organic private label product line featuring naturally sourced ingredients for consumers seeking daily healthy and organic food options.
• CRAI Eco Eco-friendly household and personal care private label product line promoting sustainable daily habits and environmentally conscious living.
• In Armonia Private label product line focused on the balance between taste, health, and lightness for wellness-oriented consumers.
• In Armonia Corpo e Capelli Natural wellness body and hair care private label line for personal care and beauty wellbeing.
• Vitamina D Private label food products enriched with Vitamin D for daily wellness and energy throughout all seasons.
• Integratori Crai Farma Private label daily supplement product line providing dietary supplements and vitamins to accompany consumers' wellness routines.
• Filiera Ortofrutta Certified Italian produce supply chain product line ensuring guaranteed quality and traceability of fresh fruit and vegetables from farm to store.
• Filiera Carni Certified Italian meat supply chain product line with integrated production guarantees for traceability and quality of meat products.
• Piaceri Italiani Premium Italian specialty food product line featuring authentic regional flavors from across Italy, sold in CRAI stores.
• La Rosa dei gusti Premium culinary excellence private label product line offering high-quality gourmet food products without compromise.
• Randy cat e Randy dog Private label pet food product lines dedicated to cats and dogs, available in CRAI stores.
• Cantina CRAI Private label wine selection featuring the best of Italian wineries, available for purchase in CRAI stores.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Fondazione VeronesiminorStrategic or Co-development PartnerCRAI partners with Fondazione Veronesi to promote healthy lifestyle habits. The partnership focuses on promoting good health habits and wellness through joint initiatives and communications, with CRAI supporting the foundation's mission to take care of personal well-being.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Conad: Major Italian grocery cooperative network with thousands of affiliated stores across multiple banners (Conad, Conad City, Sapori & Dintorni, etc.). Closely comparable to CRAI's affiliated-retailer model, nationwide Italian footprint, and central distribution structure.
• Pam Panorama: Italian hypermarket and supermarket operator with a multi-banner portfolio (Pam, Panorama, Pam Local, Cityper). Directly comparable to CRAI in offering multiple store formats to different customer segments within Italy.
• Bennet: Italian hypermarket and supermarket chain operating large-format stores across northern and central Italy. Comparable to CRAI Supercentro format and to broader Italian multi-banner grocery retailing.
• Eurospin: Italy's largest hard-discount grocery chain with aggressive price positioning and rapidly expanding nationwide footprint. A direct competitor for CRAI's value-oriented shoppers and a benchmark on price competitiveness in the Italian market.
• Esselunga: Leading integrated Italian supermarket chain known for high private-label penetration (Esselunga branded lines) and advanced digital/loyalty capabilities. Comparable to CRAI as a national Italian grocer competing on private-label breadth and customer loyalty, though operating a fully integrated rather than affiliated model.
• MD SpA: Italian discount-supermarket chain operating hundreds of stores nationwide with strong private-label penetration. Comparable to CRAI as a multi-format Italian grocer competing on price-value and own-brand depth.
• Coop Italia: Italy's largest grocery retailer and a consumer cooperative operating nationwide supermarket and hypermarket banners. Directly comparable to CRAI as a multi-format Italian grocery operator with a cooperative/affiliated governance model and broad private-label portfolio.

Broad incumbents

• Carrefour Italia: Italian arm of global grocery giant Carrefour, operating hypermarkets, supermarkets, and convenience formats. Comparable to CRAI as a multi-format national grocer, but with broader international backing and stronger digital/omnichannel investment.
• Lidl Italia: Italian operation of the Lidl hard-discount group, competing on price and own-brand. Relevant to CRAI as a major national competitor for value-conscious grocery shoppers across Italy.
• Auchan Retail Italia: Italian presence of the international Auchan group, focused on hypermarket and large-format grocery retailing. Comparable to CRAI Supercentro at the format level and a broader competitor in Italian grocery.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/craiweb
• LinkedInlinkedin.com/company/crai-secom-spa
• Instagraminstagram.com/crai_supermercati

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about CRAI