Supermercati Gulliver - ALFI SRL

What Supermercati Gulliver - ALFI SRL does

Alfi S.r.l., operating under the brand Supermercati Gulliver, is a privately held Italian regional supermarket chain founded in 1964 and headquartered in Casalnoceto (Alessandria province, Piedmont). The company runs two store formats — Gulliver standard supermarkets and Gulliverpiù neighborhood supermarkets — distributed across four Northern Italian regions (Emilia-Romagna, Liguria, Lombardia, and Piemonte) and at least eight provinces, employing approximately 237 people. Retail revenue is generated exclusively through point-of-sale grocery, household, and personal-care merchandise across these physical locations; the company does not currently sell online for home delivery. Distribution is anchored on its owned physical storefronts, supplemented by a digital engagement layer (responsive website and a mobile app on iOS and Android).

The company's differentiating infrastructure is the Gulli Card, a fully digital loyalty program (no physical card) backed by a digital wallet ("borsellino digitale"), a personalized coupon engine, and push notifications driven by customer purchase history. The program pays 5% cashback on purchases above €10 and 10% on Wednesdays for customers aged 60 and over, with cashback redeemable in €5 increments as store credit. Supporting the loyalty program are a digital flyer (volantino), a monthly digital magazine (Gulli Magazine), and the Comemangio® food-education platform developed with ALTIS ADVISORY — a Università Cattolica del Sacro Cuore spin-off. Commercial procurement is supported by affiliation with the Selex Group for private-label products, and corporate governance includes a Model 231 compliance program, GDPR compliance, a Code of Ethics, Whistleblowing channel, and UNI/PdR 125:2022 gender equality certification. The customer base is horizontal, serving Italian families and senior shoppers in Northern Italy; no enterprise or B2B customers are disclosed.

Name

Supermercati Gulliver - ALFI SRL

Legal name

Alfi S.r.l.

Website

https://supergulliver.it

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

Alfi S.r.l., operating as Supermercati Gulliver, is a privately held Italian regional supermarket chain founded in 1964, operating Gulliver and Gulliverpiù stores across four Northern Italian regions (Emilia-Romagna, Liguria, Lombardia, Piemonte) with a fully digital Gulli Card loyalty and cashback program serving Italian families and senior consumers.

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

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

akta.pro secondary industry

Hypermarkets / Supercenters (GM + Grocery) (CRAGABAC)

Keywords

• Supermarket retail
• Grocery stores
• Loyalty program
• Cashback rewards
• Food retail

Headquarters

HQ city

Casalnoceto

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Supermarket Retail Sales: Core revenue is generated through the sale of grocery and consumer goods across physical Gulliver and Gulliverpiù supermarket locations in four Italian regions. Customers pay at point of sale for merchandise across food, beverage, household, and personal care categories.
2. Loyalty Program and Digital Promotions: The Gulli Card loyalty program drives customer retention and foot traffic through cashback rewards (5% standard, 10% for customers over 60 on Wednesdays). The program generates repeat visits and cross-category purchasing, indirectly supporting revenue growth through increased basket size and visit frequency.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

Supermercati Gulliver operates a regional chain of physical supermarket stores (Gulliver and Gulliverpiù formats) across four Northern Italian regions, selling grocery, household, and personal care products directly to consumers at point of sale. The retail operations are supported by a digital ecosystem comprising the Gulli Card cashback loyalty program, the GulliApp mobile application, and the Comemangio® food education platform.

Product overview

Supermercati Gulliver operates a regional supermarket chain with a unified retail platform supplemented by digital services. The core offering includes physical retail stores across Emilia-Romagna, Liguria, Lombardia, and Piemonte, supported by the Gulli Card loyalty program (digital-only cashback system), the GulliApp mobile application, Gulli Magazine digital publication, and the Comemangio® nutrition education platform developed with university partners.

Differentiator

Problem solved

Functional benefit

Products and services

• Gulliver Supermarket Stores Standard-format supermarket stores selling grocery, fresh produce, household, and personal care products across Emilia-Romagna, Liguria, Lombardia, and Piemonte in Northern Italy.
• Gulliverpiù Neighborhood Stores Smaller neighborhood supermarket format operated alongside standard Gulliver stores, offering convenience for routine local grocery shopping.
• Gulli Card Loyalty Program Digital loyalty card offering immediate cashback (5% on purchases with minimum €10 spend, 10% for customers aged 60+ on Wednesdays) accumulated in a digital wallet and redeemable as store credit in €5 increments. Provides personalized promotions and digital coupons based on customer purchase history.
• GulliApp Mobile Application Mobile application for iOS and Android enabling customers to manage their Gulli Card, view cashback balances, activate exclusive offers, and access personalized promotions and notifications.
• Gulli Magazine Digital Publication Monthly digital magazine available online and via the Gulli app, providing seasonal inspiration, practical tips, and editorial content related to grocery shopping and the supermarket's offerings.
• Comemangio® Food Education Platform Editorial platform offering information, advice, and knowledge about healthy and sustainable eating habits, including Mediterranean diet guidance, food label reading tips, and cooking advice.

Quantifiable outcome

• 5% cashback on all purchases above €10 minimum spend
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• ALTIS ADVISORYcoreStrategic or Co-development PartnerALTIS ADVISORY is the university spin-off of Università Cattolica del Sacro Cuore that co-developed the Comemangio® food education platform. The platform covers nutrition, food labels, Mediterranean diet, and healthy cooking. This is a content co-development partnership that positions Gulliver as a nutrition-conscious retailer with academic credibility.
• Selex GroupminorOthersSupermercati Gulliver is affiliated with the Selex commercial group, purchasing products under the Selex private label brand. Selex is referenced in the context of product queries ('prodotti a marchio Selex') in the customer service contact section of the website.
• Consorzio SUNminorOthersAlfi S.r.l. is a member of Consorzio SUN and adheres to its Antitrust Compliance Program, Code of Conduct, and Antitrust Guidelines. This partnership provides regulatory compliance framework for competition law adherence.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Coop Italia: Italy's largest cooperative retail group with extensive supermarket and hypermarket coverage. Comparable as a national supermarket chain competing for the same family and household grocery customer segments in Northern Italy.
• Eurospin: Italy's largest discount supermarket chain with aggressive pricing and broad national footprint. Comparable as a competing supermarket operator with overlapping regional presence and strong price-based value proposition.
• Esselunga: Leading Northern Italian supermarket chain with strong private-label and digital loyalty positioning. Comparable as a direct competitor in the same Northern Italian regions, with overlapping supermarket format and loyalty-led customer engagement model.
• Conad: One of Italy's largest grocery retail cooperatives with nationwide coverage including strong Northern Italy presence. Comparable as a broad-line supermarket operator targeting everyday grocery baskets across overlapping Italian regions.
• Auchan Retail Italia (now controlled by Selex/Conad following recent transactions): Multinational hypermarket and supermarket operator with significant Northern Italian store base. Comparable as a large-format grocery competitor overlapping in Gulliver's core regions, including through Selex-affiliated banners.
• Carrefour Italia: International hypermarket and supermarket chain with established Northern Italian footprint and integrated loyalty program. Comparable as a large-format grocery competitor with overlapping regional presence and digital loyalty capabilities.

Others

• Selex Gruppo Commerciale: Italian buying group and private-label umbrella of which Gulliver is a member. Directly comparable as Gulliver leverages Selex's collective procurement and private-label range, positioning both within the same affiliated regional grocery network.

Direct peers

• Decò (Consorzio Nazionale Dettaglianti): Italian grocery retail consortium with strong presence in Southern and Central Italy but expanding nationwide. Comparable as a consortium-affiliated regional supermarket brand operating under a similar affiliated-procurement model to Gulliver.
• Famila (F.lli Arena): Italian regional supermarket chain with strong presence in Northern Italy (Lombardia, Piemonte, Liguria). Comparable as a regional supermarket operator directly overlapping in several of Gulliver's served provinces.
• Finiper (Unes / Il Gigante): Italian regional supermarket group operating hypermarkets and supermarkets in Northern Italy through Unes and Il Gigante banners. Comparable as a similarly sized regional supermarket operator competing in overlapping Northern Italian markets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/supermercatigulliver
• Instagraminstagram.com/gulliversupermercati
• LinkedInlinkedin.com/company/alfi-srl

Compliance2 records

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 Supermercati Gulliver - ALFI SRL