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    Gigante Supermarkets to Rebrand as El Super

    The Hispanic retailer will adopt the name of its acquirer's stores, to jointly target the Latin market in Southern Calif.

    Next week the Hispanic 7-store grocery chain Gigante will rebrand itself after the banner of the company that bought it: El Super, bringing the total number of stores operated by Bodega Latina Corp. to 16. All but one Phoenix store are located in Southern California.

    "This is a time of growth," Carlos Smith, c.e.o. of Bodega Latina told the Los Angeles Times. "We believe that bringing the Gigante stores into the El Super family will provide synergies that will benefit both the company and the consumers in Southern California."

    Gigante will remain open during the rebrand, according to the report, and the transition would not affect Gigante employees, who would be re-hired as El Super staff.

    Last year, Grupo Gigante sold 206 supermarkets in Mexico and its seven stores in the U.S. to Mexican retailer Organizacion Soriana. In May, the seven U.S. stores were sold to Bodega Latina.

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