In a significant move for the retail sector, Consum has announced plans to establish a new logistics center at the site of the former Vidriería Rovira factory in Barcelona’s Zona Franca. This project, which represents an investment of approximately €100 million, is set to enhance the distribution capabilities for fresh, refrigerated, and frozen products across Catalonia. The cooperative aims to begin construction within months and has secured a 30-year lease on the property.
Expansion strategy aligns with market demands
The decision comes as part of Consum’s broader strategy to expand its presence in Catalonia, where it plans to open an average of 20 new stores annually. Antonio Rodríguez Lázaro, the company’s general director, emphasized that this expansion will require robust logistical support. “If our forecast is to open an average of 20 new stores each year, we are talking about needing to supply around 100 more establishments over the next five years,” he stated during a recent presentation of the company’s financial results.
The new facility will complement Consum’s existing logistics platform in Zona Franca, which spans 92,000 square meters, and another ambitious project currently underway in Montcada i Reixac that will add another 100,000 square meters. This expansion is crucial as Consum reported a 10.5% increase in its business volume last year in Catalonia, reaching a total of €1.184 billion.
The Vidriería Rovira factory has a storied history dating back to its founding in 1914 by Magí Rovira Carreté. The factory became well-known for producing glass bottles for major brands like Damm and Freixenet until its closure in March 2025 due to production shifts by its parent company Owens Illinois Glass (O-I Glass) to France. This closure resulted in the loss of jobs for 168 workers, who received severance packages and early retirement options.
The reindustrialization agreement accepted by Consum aims not only to revitalize this historic site but also provides an opportunity for job creation within the community. The cooperative’s commitment includes establishing a table for reindustrialization that will oversee these efforts.
This year alone, Consum plans to open seven new stores across various locations including Vilanova i la Geltrú and Viladecans while also introducing additional urban franchise formats known as Charter stores. To support this growth, they intend to hire around 300 new employees, slightly fewer than last year’s recruitment drive which brought on board 400 workers.
The competitive landscape in Catalonia poses challenges for Consum as it navigates relationships with established regional distributors and caters to discerning consumers—both locals and international residents alike. Despite these hurdles, Consum has carved out a market share of 7.2%, making it the fifth-largest food distribution operator by surface area within the region.
This strategic investment not only signifies confidence in Catalonia’s retail market but also reflects Consum’s commitment to enhancing its operational efficiency while contributing positively to local employment rates. As they continue their expansion journey amidst fierce competition from other supermarket chains, all eyes will be on how effectively they can leverage their new logistics capabilities over the coming years.
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