The annual report 2012-2013 is the first publication of Colruyt Group with the new house style and the new logo. This logo symbolises the growth process that the group has experienced in recent years. Colruyt, the family-owned company from Lembeek, has expanded into a family of companies: Colruyt Group, active in four countries.
Two underlying driving forces form the basis for Colruyt Group's gradual growth. On the one hand, it has always been in our genes to want to do many things ourselves, from a certain pride and from our belief in people. On the other hand, since the beginning of the 1990s, we have strongly diversified all of our activities with DreamLand, DreamBaby, Spar Retail and Bio-Planet.
Initially, Colruyt served as the parent company for all other store formulas. Until they developed into mature companies and felt the need to stand on their own two feet This is why we decided to create a new structure, with equal sister companies. Colruyt was no longer the supporting parent, but became a sister company next to the other sisters companies. A common identity is the constant link between the sister companies. Nine core values and a mission statement form the basis for Colruyt Group's common identity and corporate culture. As a result, all of the store formulas have a vision in which they can recognise themselves and we continue to speak the same language.
Our common drivers are defined in our mission statement: 'Together, we create sustainable added value through value-driven craftsmanship in retail.' Every word in this mission statement has been chosen carefully. And that our mission statement starts with the word 'together' is self-evident for us. As we carry out our business on behalf of and together with all of our stakeholders: employees, customers, suppliers, manufacturers, shareholders, etc.
In order to better gear our identity, ambitions and coherence to each other, we have more clearly defined our brand promise: 'Simplicity in retail'. According to CEO Jef Colruyt, the group seeks to create simplicity in the everyday complexity with concrete products and services. In addition, it is our ambition to communicate a positive outlook and to make a real difference. We also wish to implement our mission more clearly in our daily operations and we believe that craftsmanship is of paramount importance. Finally, we wish to set the standard in the market based on our current structure of a family of companies.
The new logo is the visual expression of the identity of Colruyt Group that forms the binding agent between the various activities. The shape of the logo refers to CG, the initials of Colruyt Group. With the family name Colruyt, we maintain our ties with the past. The opening in the circle symbolises the open outlook that we have on the world. And the choice for white was also easily made, from our desire for simplicity in what we do and who we are. The English term refers to the international expansion of the group and its ambition to continue to expand.