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DIA sees its private label as the business’s best calling card oversees. To this end it has agreements for the export of its products to 30 countries where it does not have a physical store network; these agreements give it a foothold in these markets and constitute a potential launch-pad for more extensive arrangements in the future.In 2015, the company bolstered its export effort by introducing English and French onto its packaging.
By licensing its brand to local distributors, DIA has also been pursuing this strategy in Africa using the CityDIA trademark. The company currently has agreements in sub-Saharan Africa (Senegal, Nigeria, Ivory Coast, Guinea Conakry). These stores are directly supervised by the various partners; the company provides the support, know-how and brand equity needed to start up and develop the business in the region in question.
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