What Plusfresc does

Plusfresc is the trade name of SUPSA Supermercats Pujol S.L., a family-owned supermarket chain founded in 1929 in Lleida, Spain, and headquartered at Pol. 'El Segre', parc. 307A, 25191 Lleida. The company operates 89-92 physical stores across Lleida, Barcelona and Tarragona provinces plus the Franja de Ponent region of Aragon, with store formats ranging from 200 to 1,100 m² of sales area focused on proximity retail. Plusfresc sells fresh produce, meat, fish, packaged food, household and personal-care items under its own banner and five private labels (Plusfresc, Alteza, Crowe, Selex, Tandy), serving everyday consumers with a particular emphasis on seniors (65+), large families and customers with disabilities who receive dedicated delivery and telephone-ordering services.

Revenue is generated primarily through in-store grocery sales, complemented by an e-commerce platform (compra.plusfresc.cat) with refrigerated home delivery and Clica & Recull click-and-collect, a gas station with a 5 cent/litre loyalty discount, and the Espai Sunka event space. The company monetizes loyalty engagement through the Plusi card, which offers 1% quarterly cashback on purchases over €400 (3% up to €1,500/quarter for large families) and personalized discounts up to 10%, plus a charity round-up program supporting over 50 NGOs. Pricing is pay-as-you-go with tiered delivery fees: €6 standard delivery for orders under €75 (free above), with reduced €3 fees and €35 minimums for seniors and disabled customers.

Technology infrastructure consists of a mobile app for iOS/Android, an online shopping platform, digital ticket management ("Els meus Tiquets"), 195,000+ electronic shelf labels deployed across 26 stores, and tablet-enabled smart wine cellars with Peñín/Parker score integration in El Celler sections. The company is a founding member of Euromadi (Spain's largest grocery buying group, ~20% national market share), giving it collective purchasing power that supports its mid-market positioning against national hypermarket and discount chains.

Name

Plusfresc

Legal name

SUPSA SUPERMERCATS PUJOL, SL

Website

https://plusfresc.cat

Company type

Private

Founded year

1929

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Plusfresc is a family-owned Catalan supermarket chain founded in 1929, operating 89-92 proximity stores across Lleida, Barcelona and Tarragona provinces under the SUPSA Supermercats Pujol S.L. legal entity, serving everyday consumers with fresh produce, private-label brands, a Plusi loyalty program, and integrated e-commerce and home delivery services.

Ownership category

akta.pro rank

Headquarters

HQ city

Lleida

HQ country

Spain

HQ region

Europe

Offices91 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Retail Supermarket Sales: Revenue from sale of food and household products through physical supermarket stores. Stores range from 200 to 1,100 m2 sales area. Includes fresh produce, meat, fish, packaged goods, cleaning products, cosmetics, and pet supplies.
2. Online Grocery Sales: E-commerce revenue from online food ordering platform with home delivery service and click-and-collect (Clica & Recull) service.
3. Gas Station: Fuel station at Avinguda de l'Exèrcit 44, Lleida offering fuel at competitive prices with 5 cent discount per liter for Plusfresc card holders, car wash services, and motorhome service.
4. Loyalty Program Benefits: 1% cashback on purchases paid quarterly to loyalty card holders, personalized discounts, and exclusive promotions. Large family (3% return) and senior (+65) special benefits.
5. Event Space Rental (Espai Sunka): Private event space for cooking workshops, tastings, wine pairings, literary recitals, meetings, and private events. Located at Carrer del Bisbe Ruano 12, Lleida.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels9 records

Core offering

Plusfresc operates a chain of neighborhood supermarkets selling fresh and packaged groceries (produce, meat, fish, household, cosmetics, pet) across Catalonia through 89–92 owned and franchised stores. It complements the physical retail with an online grocery platform offering home delivery, click-and-collect (Clica & Recull), telephone ordering for seniors and disabled customers, a free Plusi loyalty card with 1% cashback, a mobile app, and differentiated experiences (El Celler wine sections, Espai Sunka events, Plusiclub children's activities, a gas station, and private-label brands).

Product overview

Plusfresc is a supermarket chain operated by SUPSA Supermercats Pujol S.L., a family-owned company founded in 1929 and based in Lleida, Spain. The company operates a multi-format retail portfolio centered on two main supermarket brands: Plusfresc (primary brand with proximity stores of 200-1,100 m²) and Sunka (premium innovative concept). The ecosystem includes a comprehensive loyalty program (Plusi card) offering cashback and personalized discounts, a full e-commerce platform (compra.plusfresc.cat) with home delivery and click-and-collect options, telephone shopping for seniors and disabled customers, a mobile app for iOS and Android, and specialized sections including El Celler wine departments, Espai Sunka event spaces, and Plusiclub children's activities. The company also operates a gas station and offers ancillary services including electric vehicle charging, mobile/bus card recharge, and recycling facilities. Private label portfolio spans five brands: Plusfresc (food and fresh products), Alteza (food), Crowe (cosmetics and hygiene), Selex (cleaning products), and Tandy (pet products). With 89-92 stores across Lleida, Barcelona, Tarragona, and Franja de Ponent, Plusfresc serves as a leader in fresh produce retail in Catalonia.

Differentiator

Problem solved

Functional benefit

Brands

• Plusfresc: Main brand offering quality products at competitive prices. Includes fresh produce, meats, prepared foods, and household items.
• Alteza
• Crowe
• Selex
• Tandy
• Sunka
• Plusi Club

Products and services

• Plusfresc Supermarkets Chain of neighborhood supermarkets across Catalonia (Lleida, Barcelona, Tarragona provinces and Eastern Franja de Ponent) with stores of 200–1,100 m² sales area, offering fresh produce, meat, fish, packaged food, cleaning, cosmetics and pet products under proximity-retail and 100% satisfaction guarantee.
• Sunka Premium innovative supermarket concept offering an experiential format designed for customers to disconnect from daily stress, featuring cooking workshops, tastings and literary events at Carrer del Bisbe Ruano 12, Lleida.
• Plusfresc Loyalty Card (Plusi) Free loyalty card granting 1% quarterly cashback (3% for large families, capped at €1,500 per quarter), personalized discounts up to 10%, exclusive promotions, free Christmas hamper and an option to donate 1% of purchases to partner charities.
• Online Grocery Shopping (compra.plusfresc.cat) E-commerce platform enabling online grocery orders, prepared and shipped within 24 hours in refrigerated vans maintaining cold chain, with free home delivery over €75 (€35 for seniors/disabled Plusfresc-card holders).
• Home Delivery Service Grocery home delivery from 18+ store locations in Lleida city, Alpicat, Manresa, Mollerussa, Rosselló, Tàrrega, Balaguer, La Seu d'Urgell, L'Hospitalet, Sort, Terrassa, Tarragona, Cambrils, Vilafortuny, Barcelona, Mataró and Tremp via a 100% electric refrigerated fleet. Free for orders over €75 (€35 for seniors/disabled).
• Clica & Recull (Click & Collect) Order online and pick up at designated parking areas of Plusfresc stores at a chosen time, available at all store locations.
• Phone Shopping Exclusive telephone ordering service for customers aged 65+ and those with disability certification equal to or greater than 33%, accessible via 973 21 60 02 with €35 minimum order, €3 service fee and card payment only.
• Plusfresc Mobile App Free mobile application for iOS and Android offering exclusive promotions, discount vouchers, current offers, smart shopping list, points and savings consultation, purchase notes, store locator, in-store WiFi connection and digital access to receipts.
• Plusiclub Children's club for kids under 8 years old offering playful and educational activities, workshops, story-time events and entertainment, anchored on the Plusi water-drop mascot.
• El Celler (Wine Cellar) Specialized wine, cava, liqueur and beer section with 600+ product references (400+ wines from different denominations of origin) at ideal serving temperatures, with tablet-based product information including Peñín and Parker scores, specialized staff and tastings/pairings.
• Espai Sunka Private event space at Carrer del Bisbe Ruano 12, Lleida for cooking workshops, tastings, maridajes, showcooking, private meetings, training sessions, presentations and literary recitals, equipped with full kitchen, dining, video conferencing and projector technology.
• Plusfresc Gas Station Full-service gas station with fuel, car wash, motorhome service and convenience store located at Avinguda de l'Exèrcit 44, Lleida, offering 5 cents per liter discount for Plusfresc card customers, open daily 6:00–22:00.
• Plusfresc Private-Label Brands (Plusfresc, Alteza, Crowe, Selex, Tandy) Five private-label brands: Plusfresc (food and fresh products with Selecció Plusfresc distinction), Alteza (economical recipes for family meals), Crowe (cosmetics/hygiene with Juliette Crowe, Crowe Per a Tota La Família, Crowe For Men, Crowe for Kids lines), Selex (cleaning/household) and Tandy (pet products).

Quantifiable outcome

• 5.82% revenue growth in 2025
• +6 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered minor and core.

• TÜVminorOthers · 1 January 2025TÜV provides the Zero Waste to Landfill certification for Plusfresc's central distribution facility, attesting that 98.73% of waste is valorized rather than sent to landfill.
• Whistleblower SoftwareminorOthers · 1 January 2025Provides the technology platform for Plusfresc's ethical reporting channel (Canal Ètic), enabling anonymous or identified reporting of compliance violations.
• Various NGOs and charitable organizationsminorOthers · 1 January 2025Over 50 partner organizations including ACNUR, Cáritas, Creu Roja, UNICEF, Save the Children, Fundació La Marató de TV3, and many local causes. Plusfresc cardholders can direct 1% of their purchases to chosen organizations through 'Dóna suport a qui tens al cor' program.
• EuromadicoreStrategic or Co-development Partner · 1 January 1983Plusfresc is a founding member of Euromadi (formerly Selex Ibérica), the largest food buying group in Spain with 20% market share. Euromadi is associated with EMD (European Marketing Distribution), the largest European buying group. This membership provides competitive purchasing power and allows Plusfresc to maintain independence as a regional chain.

Scale indicators20 records

Recent moves18 records

Expansion highlights5 records

Broad incumbents

• Lidl España: German discounter rapidly expanding in Spain, competing on price with regional supermarket chains. Comparable customer overlap in basic groceries and fresh produce.
• Aldi España: German hard-discount chain expanding aggressively in Catalonia, pressuring regional chains like Plusfresc on price-sensitive grocery categories.
• Consum: Spanish cooperative supermarket chain with strong regional presence in eastern Spain including Catalonia, similar proximity-store format and private-label depth.
• El Corte Inglés (Supercor): Spain's largest department store group operating supermarkets/groceries (Supercor) within a broader retail portfolio. Competes in Catalonia grocery with broader merchandise assortment.
• Mercadona: Spain's leading national grocery chain with dominant private-label strategy and unmatched scale. Sets the price/quality benchmark that regional chains like Plusfresc must compete against in Catalonia.
• Carrefour España: National hypermarket and supermarket operator whose 1986 Lleida opening historically caused a 10% sales drop at Plusfresc. Represents the large-format competitive threat.
• Día (Grupo Día): Spanish-origin discount supermarket chain with extensive franchise and proximity network. Overlaps with Plusfresc's franchise model and proximity positioning across Spain.

Emerging players

• Veritas: Catalan organic and natural products supermarket chain. Comparable to Plusfresc's fresh/local sourcing emphasis but focused on the organic/natural niche; partially overlapping customer base in Catalonia.

Direct peers

• Bonpreu: Catalan proximity supermarket chain with a similar multi-format strategy (Bonpreu and Esclat banners) and equivalent footprint across Catalonia. Closest direct competitor to Plusfresc in both geography and customer proposition.
• Condis: Catalan/regional Spanish supermarket chain operating proximity stores with fresh produce focus, overlapping directly with Plusfresc in Catalonia and parts of the wider region.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/plusfresc
• Facebookfacebook.com/plusfresc
• LinkedInlinkedin.com/company/plusfresc
• Instagraminstagram.com/plusfresc
• Xx.com/Plusfresc

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 Plusfresc