What Lupa does

Lupa Supermercados is a Spanish regional supermarket chain operating brick-and-mortar grocery stores across three autonomous communities in northern Spain: Cantabria, Castilla y León, and La Rioja. The business is legally held under SEMARK AC GROUP, S.A. (jointly co-managed with NUGASA NORTE, S.A.) and is integrated into Euromadi Ibérica, S.A., the first purchasing distribution center in Spain and part of EMD, the first purchasing central in Europe. The assortment spans fresh produce, groceries and household goods, reinforced by five private label brands: Alteza (general goods), Selex (home care), Crowe (personal care), Tandy (pet food) and Deleitum (gourmet foods).

The operating model combines physical retail with a proprietary online supermarket (lupaonline.com) and a mobile loyalty application (Club Lupa app on iOS and Android). The technology stack is described as a traditional supermarket retail operation rather than a technology platform; IFS Logistics certification covers food logistics, storage and transport. Customer engagement is built around the Club Lupa loyalty card, the Canastilla Bebé newborn gift program, festival sponsorships and a co-branded promotional calendar with brands such as Hellmann's, Campofrío and Plátano de Canarias.

Lupa generates revenue through standard point-of-sale retail grocery transactions across hundreds of stores, complemented by online sales and an event-driven go-to-market supported by community engagement and promotional campaigns. Employment stands at 5,000+ across the three regions, with documented continuous new-store openings from 2016 through March 2025, including recent entries into inland Castilla y León sub-regions such as Soria, Roa de Duero and San Ildefonso.

Name

Lupa

Legal name

SEMARK AC GROUP, S.A.

Website

https://lupa.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Lupa Supermercados is a Spanish regional supermarket chain operating hundreds of physical stores, an online grocery platform and a loyalty app across Cantabria, Castilla y León and La Rioja, serving mass-market consumers with a multi-private-label assortment under SEMARK AC Group.

Ownership category

akta.pro rank

Product category

Supermarket Grocery Retail

NAICS

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

SIC

Retail-Food Stores (5400)

akta.pro primary industry

Full-Line Supermarkets (National/Regional Chains) (CRAHAAAA)

Keywords

• Supermarket chain
• Grocery retail
• Private label brands
• Loyalty programs
• Online grocery

Headquarters

HQ city

Santander

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales: Traditional supermarket retail sales through physical stores. Customers purchase groceries and household items at point of sale with payment via cash, card, or Club Lupa loyalty system.
2. Online Supermarket: Online grocery delivery service through lupaonline.com, offering home delivery of supermarket products.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Lupa Supermercados operates a regional chain of physical supermarkets across Cantabria, Castilla y León and La Rioja in northern Spain, selling groceries, fresh produce, household goods, personal care items and pet food. The chain is complemented by an online grocery platform (lupaonline.com), a mobile app, the Club Lupa loyalty program, and five private label brands (Alteza, Selex, Crowe, Tandy, Deleitum), all backed by proprietary logistics centers.

Product overview

Lupa operates a regional supermarket chain across Cantabria, Castilla y León, and La Rioja, combining physical retail stores with an online shopping platform (lupaonline.com). The ecosystem is anchored by the Club Lupa loyalty program, managed through a dedicated mobile app, and enriched by the Canastilla Bebé newborn gift promotion. The company carries five private label brands — Alteza (general goods), Selex (home care), Crowe (personal care), Tandy (pet food), and Deleitum (gourmet foods) — and supports its retail operations with proprietary logistics centers.

Differentiator

Problem solved

Functional benefit

Brands

• Alteza: Private label brand for food, home care, and cleaning products
• Selex
• Crowe
• Tandy
• Deleitum

Products and services

• Lupa Supermercados physical stores

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered minor and core.

• Chocolates TrapaminorStrategic or Co-development Partner · 30 November 2023Sustainability collaboration for reforestation. Joint projects included planting 2,000 trees in Suances (Cantabria) and 2,000 trees in Lardero (La Rioja) as part of Chocolates Trapa's 'Plantando futuro contigo' project.
• CircularcapsminorStrategic or Co-development Partner · 24 March 2023Circularcaps is a coffee capsule recycling initiative by the Spanish Coffee Association (AECafé). Lupa joined with 169 stores in Castilla y León, Cantabria and La Rioja becoming collection points for used coffee capsules (both plastic and aluminum), with Circularcaps having over 4,600 collection points nationwide serving 42 million people.
• Cruz Roja EspañolaminorStrategic or Co-development PartnerLupa participates in Cruz Roja's annual 'Sorteo de Oro' (Gold Raffle) by selling raffle tickets in their stores to support humanitarian causes.
• Humana Fundación Pueblo para PueblominorStrategic or Co-development PartnerTextile recovery partnership where Lupa collected over 34 tons of used textiles in 2021 (56% increase) for recycling and reuse.
• Oxfam IntermónminorStrategic or Co-development PartnerLupa sells Oxfam Intermón chocolates and coffee in their stores, with proceeds supporting education initiatives in Uganda and providing dignified livelihoods for farming families.
• Asociación Mujer y TalentominorStrategic or Co-development PartnerAnnual collaboration agreement supporting talent development and gender equality initiatives.
• Euromadi Ibérica, S.A.coreChannel Partner/ Reseller/ DistributorLupa is integrated into Euromadi Ibérica, S.A., the first Purchasing Distribution Center in Spain, which is part of European Marketing Distributor (EMD), the first Purchasing Center in Europe. This provides economies of scale in procurement and distribution.
• Circularcaps (AECafé)minorStrategic or Co-development Partner169 Lupa stores in Castilla y León, Cantabria and La Rioja became new collection points for used coffee capsules as part of Circularcaps network.

Scale indicators5 records

Recent moves24 records

Expansion highlights5 records

Direct peers

• Eroski: Spanish consumer cooperative supermarket chain with a strong presence in northern Spain (País Vasco, Navarra, Cantabria) and a consumer-cooperative structure similar to Lupa's regional community-driven model. Direct overlap in Cantabria and La Rioja.
• Alimerka: Asturias-based regional supermarket chain of comparable scale operating in northern Spain with similar own-label and loyalty mechanics. Closest direct geographic and format peer to Lupa.

Broad incumbents

• Aldi España: Hard-discount chain expanding aggressively across Castilla y León and Cantabria, directly threatening Lupa's price-sensitive customer base in mid-sized towns where it opens new stores.
• Carrefour España: National hypermarket and supermarket operator with hypermarkets and Market-format stores overlapping Lupa's footprint. Competes on fresh assortment, promotions, and increasingly on private label — directly comparable regional grocery model.
• Lidl España: Hard-discount grocery chain with dense store coverage in northern Spain. Puts the strongest pressure on Lupa's pricing and basic-grocery economics in regions where Lupa operates.
• Grupo Día (Día Supermercados): National discount-leaning supermarket chain with stores across Spain including Lupa's core regions. Competes primarily on price and proximity store formats in mid-sized municipalities where Lupa also opens new locations.
• Mercadona: Spain's largest grocery chain with ~1,600+ supermarkets nationwide. Competes with Lupa across all three operating regions (Cantabria, Castilla y León, La Rioja) and serves as the benchmark for private-label quality and scale in Spanish grocery.

Regional players

• Consum (Consum Cooperativa): Eastern-Spain regional supermarket cooperative with similar private-label and own-store expansion strategies, though operating primarily in Valencia, Cataluña and Aragón rather than directly overlapping Lupa's footprint.
• BonÀrea (Grupo BonÀrea): Catalonia-anchored integrated food company (own production + proximity supermarkets) increasingly expanding into Aragón with the same mid-town, own-label formula Lupa uses in northern Spain.

Others

• Familia Torres (or Grupo IFA España): IFA España is a national purchasing central (similar role to Euromadi) aggregating independent and regional grocers. Directly comparable infrastructure and procurement-center affiliation that Lupa accesses through Euromadi.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCWhPUehr_MygsMzgNgSiASw
• Facebookfacebook.com/LupaSupermercados
• Instagraminstagram.com/lupasupermercados
• LinkedInlinkedin.com/company/lupa-supermercados

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Lupa