What Diamantis Masoutis does

Diamantis Masoutis is a family-owned Greek supermarket chain headquartered in Thessaloniki and operating since 1976 under a Société Anonyme (S.A.) corporate structure. It serves Greek consumers (B2C) through a multi-format estate of hypermarkets and supermarkets and through an online supermarket channel. The company is privately held, with no public ticker, and reports a workforce of more than 10,000 employees — placing it among the larger private-sector employers in Northern Greece and the upper tier of Greek grocery operators by headcount.

The business model is conventional full-line grocery retail: procurement and distribution of branded and private-label food and household SKUs, sold at margin through physical stores and home delivery. Revenue mechanics depend on basket volume, category mix, private-label penetration, and supplier terms — the standard levers in Greek food retail, where category margins are thin and scale economics in sourcing and logistics are decisive. The combination of physical density and an online channel gives the company an omnichannel proposition typical of large national incumbents rather than of regional or single-format operators.

Strategically, the company is in a consolidation posture. The announced February 2026 acquisition of ANEDIK Kritikos S.A., advised by Zepos & Yannopoulos and pending Hellenic Competition Commission review, would add a second sizeable Greek grocery brand and materially enlarge store count, regional reach, and procurement scale. The transaction frames Masoutis as an active acquirer in a still-fragmented domestic market, with growth driven primarily by M&A and selective format expansion rather than by new-category or new-geography launches outside Greece.

Name

Diamantis Masoutis

Legal name

Diamantis Masoutis SA

Website

https://masoutis.gr

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Diamantis Masoutis is a family-owned Greek supermarket chain founded in 1976 in Thessaloniki, operating multi-format physical stores and an online supermarket that serve Greek consumers with a workforce exceeding 10,000 employees.

Ownership category

akta.pro rank

Headquarters

HQ city

Thessaloníki

HQ country

Greece

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Food & Beverage Retail: Diamantis Masoutis operates as a supermarket chain generating revenue through the sale of food and beverage products to consumers. The company serves end customers through physical retail locations and online supermarket platform.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels1 record

Core offering

Diamantis Masoutis operates a supermarket chain in Greece selling food, beverage, and household products to consumers through a network of physical retail stores and an online supermarket platform (masoutis.gr). The company is currently pursuing a major consolidation via the acquisition of ANEDIK Kritikos SA to create a new national retail group with complementary regional footprints across Greece.

Product overview

Diamantis Masoutis SA operates a supermarket retail business in Greece, offering an online supermarket platform (Masoutis Online SuperMarket) as its primary digital product. The company operates as a regional supermarket chain and is currently undergoing a major consolidation through the acquisition of ANEDIK Kritikos SA, which is expected to create a new national retail group in Greece's food and beverage sector.

Differentiator

Problem solved

Functional benefit

Products and services

• Masoutis Physical Supermarket Network A network of physical supermarket stores across Greece where consumers purchase food, beverage, and household grocery products for everyday consumption.
• Masoutis Online SuperMarket An online supermarket service on masoutis.gr enabling customers to shop for groceries and household products digitally, operated by Diamantis Masoutis SA.

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

Two partnerships are on record, tiered core and minor.

• ANEDIK Kritikos SAcoreStrategic or Co-development Partner · 18 February 2026Diamantis Masoutis SA signed a preliminary agreement to acquire 100% of ANEDIK Kritikos SA, marking a major consolidation in Greece's supermarket sector. The deal combines two established regional players with complementary geographic footprints to create a new national retail group. Both companies have committed to business continuity, job protection, and uninterrupted consumer service.
• Zepos & YannopoulosminorImplementation/ SI/ Consulting Partner · 4 February 2026Zepos & Yannopoulos law firm acted as advisor to Anedik Kritikos on the sale of 100% of its share capital to Diamantis Masoutis. The transaction was facilitated with legal counsel representing the seller.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Carrefour: Carrefour is a global hypermarket and supermarket operator with broad European presence. While not a major Greek player, it is a comparable large-scale grocery retailer whose business model and supply chain practices benchmark against Masoutis.
• Schwarz Group: Schwarz Group is the German parent of Lidl and Kaufland, two of Europe's largest grocery retailers. Its Lidl subsidiary directly competes with Masoutis in Greece, making the group a relevant strategic peer for competitive assessment.
• Ahold Delhaize: Ahold Delhaize is the Dutch parent of AB Vassilopoulos and a major European grocery operator. As the parent of a direct Greek competitor, it is a relevant broad incumbent for benchmarking strategy, scale, and omnichannel capabilities.

Regional players

• ICA Gruppen: ICA Gruppen is a major Swedish grocery retailer with a similar supermarket-led model to Masoutis. While geographically distinct, it operates under comparable conditions as a regional incumbent facing international discounter competition, making it a useful operating-model benchmark.

Direct peers

• AB Vassilopoulos: AB Vassilopoulos is a major Greek supermarket chain owned by Ahold Delhaize, operating physical stores and an online grocery platform. It directly competes with Masoutis for Greek grocery shoppers across overlapping categories.
• Sklavenitis: Sklavenitis is one of the largest Greek supermarket chains with a national footprint of physical stores and online grocery. It is the most direct competitor to Masoutis in the Greek food and beverage retail sector, serving the same consumer segment with a similar product mix.
• Lidl Hellas: Lidl Hellas is the Greek subsidiary of Lidl Stiftung, a leading European discount supermarket chain with a rapidly expanding store network across Greece. It competes directly with Masoutis on price and convenience in the Greek grocery market.
• My Market (The Mart): My Market is a Greek supermarket chain with a multi-store footprint in Greece. It competes directly with Masoutis for Greek household grocery shoppers, particularly in urban and suburban areas.
• ANEDIK Kritikos SA: ANEDIK Kritikos is a regional Greek supermarket chain that Masoutis is acquiring. Standalone, it is a direct peer operating in the same sector with a complementary regional footprint to Masoutis.

Others

• Jumbo SA: Jumbo is a large Greek retail chain specializing in toys, baby products, and home goods. While not a grocery peer, it is a comparable large-scale Greek retailer with similar nationwide physical footprint ambitions and supply chain scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/masoutis

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&A1 record

Investments

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

Frequently asked questions about Diamantis Masoutis