What E-Leclerc Réunion does

E-Leclerc Réunion, legally GIE Distri Mascareignes, is the E.Leclerc franchise operator for Réunion Island, running a network of 15 physical stores — 4 hypermarchés and 11 E.Leclerc Express convenience locations — selling food, household goods, electronics, automotive, and gardening products to the general Reunionese consumer. Owned by the THIAW KINE and CHONG FAH SHEN families since 1997 (initially under Leader Price and Champion banners), the company rebranded to E.Leclerc in March 2009 and grew to become the second-largest distributor on the island, with market share rising from 13% in 2009 to 20% by 2014. Headcount sits in the 1001–5000 band, and the legal headquarters is at Le Port.

The company operates three private-label portfolios — Marque Repère (mid-tier, 25–30% below leading brands), Eco+ (budget line), and Nos Régions ont du Talent (regional products, ~10% below leading brands) — alongside a set of digital and financial services: the Kilémoinscher price-comparison mobile app, Drive Z'eclerc pickup service, leclic.re e-commerce site, Réglo Musique streaming subscription, Réglo Finance revolving credit card (issued with BNP Paribas Personal Finance/Cetelem and Banque Edel), gift cards in €7–€150 denominations, and the Carte E.Leclerc loyalty programme that pays out in redeemable Ticket E.Leclerc store credit. Technology infrastructure is light: the corporate site is hosted on Google Cloud Platform, and engagement channels include physical promotional catalogues, a Web TV ("E.Leclerc & Vous"), a recipe platform, and an active Facebook page.

Revenue is generated primarily through retail transaction margins on grocery and non-food sales, with ancillary recurring revenue from Réglo Musique subscriptions (€9.99/month SOLO, €14.99/month DUO) and gift card fees, plus financial-product commissions tied to Réglo Finance. The pricing proposition centres on a "lowest price" positioning institutionalised through the Kilémoinscher app, with Marque Repère and Eco+ providing the structural cost advantage; customer acquisition is omnichannel across physical stores, catalogues, social media, and digital properties, and customer retention is anchored by the free Carte E.Leclerc and its Ticket rewards.

Name

E-Leclerc Réunion

Legal name

GIE Distri Mascareignes

Website

https://e-leclerc.re

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

E-Leclerc Réunion operates 15 stores (4 hypermarchés and 11 E.Leclerc Express locations) across Réunion Island under the French E.Leclerc movement, selling food and consumer goods to general Reunionese consumers and supplementing retail with private-label brands, a loyalty programme, and digital and financial services.

Ownership category

akta.pro rank

Product category

Hypermarket Retail

NAICS

Warehouse Clubs, Supercenters, and Other General Merchandise Retailers (4552)

SIC

Retail-Variety Stores (5331)

akta.pro primary industry

E-commerce & Digital Membership Clubs (CRAEADAF)

Keywords

• Hypermarket retail
• Grocery shopping
• Private label brands
• Loyalty program
• Online grocery

Headquarters

HQ city

Le Tampon

Offices15 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales: Physical retail sales through hypermarchés and E.Leclerc Express stores. Revenue generated from food, non-food, and general merchandise products.
2. Réglo Musique Subscription: Monthly subscription streaming music service with SOLO (9.99€/month) and DUO (14.99€/month) plans, offering loyalty credit to E.Leclerc cardholders.
3. Réglo Finance Credit Card: Store credit card offered through BNP Paribas Personal Finance partnership, enabling revolving credit for purchases at E.Leclerc Le Portail Piton St-Leu.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

E-Leclerc Réunion operates a multi-format retail network on Réunion Island comprising 4 hypermarchés and 11 E.Leclerc Express stores selling food, household, electronics, cultural, and general merchandise products under the national E.Leclerc brand. The company supplements this retail core with private-label brands (Marque Repère, Eco+, Nos Régions Ont du Talent), a Carte E.Leclerc loyalty program, the Leclic.re online storefront, the Drive Z'eclerc pickup service, the Kilémoinscher price-comparison mobile app, the Réglo Musique streaming subscription, the Réglo Finance credit card (through BNP Paribas Personal Finance), gift cards, and after-sales services.

Product overview

E-Leclerc Réunion operates a network of 15 retail stores (4 hypermarkets and 11 E.Leclerc Express locations) across Réunion Island as part of the French E.Leclerc distribution movement, owned by GIE Distri Mascareignes. The company's product portfolio centers on its core retail offering supplemented by private label brands (Marque Repère, Eco+, Nos Régions Ont du Talent), digital services (Kilémoinscher price comparison app, Réglo Musique streaming platform, online recipe content), loyalty programs (Carte E.Leclerc), financial services (Réglo Finance credit), and operational services (SAV after-sales support, gift cards, Drive Z'eclerc online ordering). The offering represents a unified retail ecosystem combining physical stores with digital services and branded products to serve Réunionese consumers.

Differentiator

Problem solved

Functional benefit

Brands

• Marque Repère: Private label brand offering quality products at approximately 25-30% lower prices than leading brands, with commitment to consumer taste, sustainable development, and nutritional balance
• Eco+
• Nos régions ont du talent
• Réglo Musique
• Réglo Finance

Products and services

• Marque Repère Private-label brand offering everyday consumer products at approximately 25-30% lower prices than leading brands while maintaining equivalent quality, with commitments to sustainable development, balanced nutrition, and fair trade.
• Eco+ Budget-oriented private label brand providing everyday products at the lowest prices year-round across groceries, household items, electronics, and personal care categories.
• Nos Régions Ont du Talent Regional products brand featuring traditional artisanal goods sourced from local producers across France at approximately 10% below leading brands, with environmental commitments via Contracts for Progress.
• Réglo Musique Subscription-based music streaming service with offline playback providing access to over 5 million tracks including Reunionese artists, offered as SOLO (€9.99/month) and DUO (€14.99/month) plans with loyalty credit to E.Leclerc cardholders.
• Kilémoinscher mobile application Price-comparison mobile app allowing customers to scan products in competing stores on Réunion and verify E.Leclerc pricing, with product history tracking, personalized lists, and store locator functionality.
• Carte E.Leclerc loyalty program Free loyalty card program allowing customers to accumulate Ticket E.Leclerc monetary rewards on designated products and redeem them as store credit across all participating E.Leclerc locations in Réunion and mainland France.
• SAV (Service Après-Vente) After-sales service offering technical support, warranty handling, free delivery for large appliances, free old equipment recycling, and repair services for out-of-warranty products.
• Cartes Cadeaux E.Leclerc (Gift Cards) Gift cards available in preset amounts (€15, €30, €50) or custom amounts between €7 and €150, valid for one year and usable across all E.Leclerc centers.
• Réglo Finance credit card Store credit card with revolving credit facility available at E.Leclerc Le Portail Piton St-Leu, offering deferred payment up to 40 days or installment plans through BNP Paribas Personal Finance (Cetelem).
• Drive Z'eclerc Online drive-through grocery service allowing customers to shop online and collect purchases at designated pickup locations.
• Recettes E.Leclerc Online recipe platform featuring categorized sweet and main-dish recipes, cocktails, and gourmet ideas incorporating Marque Repère products and local Reunionese cuisine.

Quantifiable outcome

• 25-30% savings on Marque Repère products compared to leading brands
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Google Cloud PlatformcoreTechnology or IntegrationWebsite hosting provider for e-leclerc.re, operated by Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland.
• Perle MarineminorGTM or Marketing PartnerPartner brand featured on E-Leclerc Réunion website. Perle Marine is a Reunionese seafood/perle marine product brand. Promotional offers and products available through the partnership.
• Mon MatanteminorGTM or Marketing PartnerFacebook-based partner providing fish and crustacean recipe ideas and content shared on E-Leclerc Réunion's platform.
• Antenne RéunionminorGTM or Marketing PartnerMedia partnership for Kilémoinscher price comparison application campaign. Antenne Réunion is a Reunionese television broadcaster.
• Mouvement E.Leclerc (National Network)coreStrategic or Co-development PartnerE-Leclerc Réunion is part of the national E.Leclerc movement, France's largest retailer network. The movement provides brand identity, purchasing power, shared services, and coordination for national campaigns and supplier relationships.

Scale indicators3 records

Recent moves10 records

Expansion highlights5 records

Broad incumbents

• Intermarché Réunion: Intermarché's Réunion footprint — another mainland French retailer with a hyper/super-format store network on the island, comparable value proposition, and overlap in private-label assortment.
• Système U / Super U Réunion: French cooperative retailer (Super U, Hyper U) with a presence on Réunion Island. Operates similar hypermarket/convenience formats and competes for the same price-sensitive consumer base.
• Casino Supermarchés Réunion: Casino Group's supermarket operations on Réunion Island — competes in the same mid-market grocery segment and shares the French retail private-label and pricing playbook.
• E.Leclerc (Mouvement E.Leclerc national): The national French E.Leclerc movement of which E-Leclerc Réunion is an affiliated independent member — provides brand, buying power, and private-label brands (Marque Repère, Eco+) the Réunion operation relies on.

Direct peers

• Auchan Réunion: Auchan hypermarket presence on Réunion Island. Competes directly with E-Leclerc Réunion in the same multi-category grocery format and shares similar private-label and price-positioning dynamics.
• Carrefour Réunion: Carrefour's Réunion Island subsidiary — the leading hypermarket/supermarket operator on the island and E-Leclerc Réunion's primary direct competitor for grocery share in the same geography.

Regional players

• Jumbo Score Réunion: Historical Réunion-based regional supermarket chain; provides a useful comparison for island-format retail economics and local sourcing strategies, though its current footprint is smaller.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCcC5pKwICOc2qXKv4fhopBw
• Facebookfacebook.com/Mouvement-E-Leclerc-R%C3%A9union-1857033664416127
• LinkedInlinkedin.com/company/mouvement-eleclerc-reunion

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 E-Leclerc Réunion