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AMSTERDAM -- Dutch grocer Albert Heijn, the local flagship of international retail conglomerate Royal Ahold, said yesterday it would continue its policy of price cuts to gain further market share.
According to Dow Jones news reports, the chain articulated its stance on price cuts after local media reports linked the strategy to a direct attack on local rival Laurus.
"We will continue our policy to cut prices on certain products but there will be no special new round of price cuts," said spokesman Hans Koeleman, according to Dow Jones. Local media reported over the weekend said that Albert Heijn is preparing a round of price cuts specifically aimed at forcing Laurus out of the Dutch market.
"That isn't true, the repositioning of Albert Heijn is just continuing," said Koeleman. Down Jones said Albert Heijn has a market share of 26 percent, while Laurus has seen its share fall to around 16 percent from around 19 percent. Albert Heijn started a price war among Dutch retailers in October 2003.