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Italy: ARD Discount growth in southern Italy

Discount Retail Chain ARD Discount, the brand owned by Ergon S.p.A., returned for the sixth consecutive year to Marca, the international private label exhibition in Bologna to present its 2025 results, future projects and new branded products.


Marco Sgarioto, CEO of Ergon, underlines the importance of 2025 for the brand and the value of participation in the two days of the Marca: "2025 was a year of important development for ARD Discount. Among the most significant results, the surpassing of 20 stores in Sardinia, which strengthens our presence on the island and the link with local communities. A goal made possible also thanks to the collaboration with Fratelli Ibba, an entrepreneurial reality rooted for over 70 years in the large-scale retail sector, which has fully embraced the ARD Discount project and is promoting its diffusion with a plan of widespread openings. We have also recorded significant growth in Puglia, with the opening of 9 new stores that bring the total network to 265 stores. Marca represents a strategic event for us, an opportunity to tell the story of the path we are pursuing and share with our partners the fruits of a constant commitment to innovation. The development of Private Label is closely linked to the growth of the network: Private Label has confirmed its central role, not only as a pillar of the assortment, but also as a distinctive lever for loyalty and building trust. With targeted investments and an approach that is always oriented towards quality, we are ready to face 2026 with new goals and renewed determination, consolidating our position in the market and responding to the needs of an increasingly attentive and demanding consumer."


In 2025, private label played a central role, accounting for 60% of turnover and the overall assortment. It was a year of development and innovation, marked by numerous assortment expansions and new launches. This result was possible thanks to a careful commercial strategy increasingly oriented towards the quality and value of Private Label, with the aim of retaining customers by focusing on an excellent quality-price ratio.

2025 was also a year of strong push on the digital front. ARD Discount has continued to invest in its digital strategy, focusing on the ARD App as a central customer relationship tool. A year after its launch, the App has already won over thousands of users and has been the protagonist of highly successful initiatives such as the "hAPPy Birthday!" competition, with daily prizes and weekly super-expenses.


Alongside digital, direct contact with people remains central, as demonstrated by the ARD Summer Beach Tour 2025, a summer project that has stopped at numerous Sicilian and Calabrian beaches bringing games, music, entertainment and gadgets. An initiative that strengthened the bond with customers and told the most authentic face of the brand: close to people, present in the area and attentive to listening.

 

A fundamental role in these results has been played by collaborators, the real engine of the brand's growth. Their professionalism, passion and team spirit represent an irreplaceable added value, put at the service of the customer every day. Thanks to them, Ergon S.p.A. continues to consolidate its presence in Southern Italy and to look forward to future challenges with confidence.

 

ARD Discount: the new products previewed at Marca

 At the heart of ARD Discount's participation in Marca 2026 is the wide range of new branded products, ranging from food to personal care, home and early childhood.


Great attention is paid to the "Terre e Tesori" line, which is enriched with high quality references such as 75% Pistachio Pesto, Dubai Style Panettone without candied fruit and raisins and pistachio spread with kadayif. Alongside these, products linked to the territory such as the Honey of Sulla di Sicilia are back in the spotlight. Also from the same line, the new gourmet pizzas cooked on stone will be previewed, in five variants inspired by tradition and the enhancement of local excellence: from cherry tomatoes with burrata and Cetara anchovies, to Mortadella Bologna IGP with provolone and pistachio grains, up to the Calabrian Sausage DOP, speck with burrata and cherry tomatoes and the combination of skipjack tuna, red onion from Tropea and 'nduja from Spilinga. The offer in the ice cream sector has also been enriched with the Sicilian Pistachio Cone and Stick, expanding an assortment that focuses on quality and taste.


There is also news for the "Optimo" line, which presents new hazelnut and coconut-flavored ice cream sticks, flanked by salted caramel, hazelnut and pistachio ice creams in jars, designed for a delicious break at any time of the day. Attention to dietary needs is confirmed as central with an ever-expanding lactose-free assortment, which includes robiola with lactic ferments and preservatives, fresh ricottas and mozzarella flowers, as well as a range of lactose-free Mix ice creams, all designed to offer taste and lightness even to intolerant consumers.


For the "Sicilsole" line, the assortment expands with new 100% Italian dried legumes, including mignon lentils, red lentils, giant lentils, shelled broad beans, barley and pearl spelt, mixed legumes and cereals, chickpeas, broken green peas, borlotti beans and cannellini, testifying to the commitment to a balanced and traditional diet.


"Tesori del Cuoco" also presents important news, with the arrival of a range of references designed to meet modern needs: Russian salad, tuna sauce, capricious salad, red pesto and barbecue sauce in 495g format. To these are added the pistachio pesto ready to be heated in a pan in a minute, the ready-made sauce with smoked salmon and the one with cacio e pepe, which complete a practical and tasty offer.


Ample space is also reserved for home care, with the introduction of the new "Ionix" liquid detergents, offered in three specific variants: Total Care, Odor Protection and Extra Clean developed to ensure effective and careful cleaning of the different fabrics. The new formulations are designed to meet the needs of daily washing and also include products for quick washing, ideal for optimal results in a short time. The attention to sustainability is also reflected in the packaging, designed to reduce the environmental impact.


In the pet food sector, the "Purams" line expands with Premium pork kibble for mini size adult dogs (single-protein), kibble rich in pork and rice for demanding cats with the addition of FOS, MOS and krill, and new beef and pork pâtés for adult dogs, also designed for individuals with food sensitivities.


The "Tale of Essence" line, dedicated to personal care, is enriched with new references for cleansing and facial treatment, such as cleansing milk, tonic, two-phase make-up remover and anti-aging creams with hyaluronic acid, aloe vera and snail slime, flanked by serums and moisturizing creams for day and night. There is no shortage of specific products for hands, feet and legs, based on aloe, argan, red algae and refreshing formulations with talc and mint. The body & hair care offer includes scrubs, oils, regenerating masks and hair gels, while among the deodorants there are new spray variants for men, women and unisex (0% alcohol), delicate roll-ons and scented talcum powder. A wide and accessible range, designed to meet the daily need for well-being and personal care.


Finally, important news also for the "Sofly" brand, which strengthens its presence in the baby world with the new Ultra Comfort diapers in Maxi (7-18 kg), Junior (11-25 kg) and Extra Large (15-30 kg) sizes. On the feminine hygiene front, the assortment is expanded with new day and night pads, in an anatomical version, ultra with wings in a double pack and panty liners, designed to ensure comfort, protection and safety at any time of the day.

 

Finally, among the most popular products of 2025 is the Magic Christmas Egg, a confectionery novelty that has been a great success among adults and children during the holidays.


"Also this year, branded products will be the protagonists of our presence at Marca" - continued Sgarioto - Our commitment to innovation, quality and constant control has consolidated over the years the link between ARD Discount and consumers, who recognize the quality-price ratio as one of our main strengths". In addition, in 2026, ARD Discount plans to develop 400 new processes, with 200 new launches and 200 restyling and label interventions, demonstrating once again its willingness to respond to the constantly evolving needs of the market and to invest in the growth of its assortment.

 

The collaboration with the actor Nino Frassica continues

The collaboration between ARD Discount and Nino Frassica, the historic face of the brand and protagonist of a communication capable of combining irony, immediacy and recognizability, continues in 2026. The partnership evolves in an increasingly modern and digital key, with a focus on the creation of social content that combines entertainment and promotion, strengthening the dialogue with a transversal and multigenerational audience. Thanks to its unmistakable style and strong bond with the public, Frassica continues to represent a distinctive element of ARD communication, helping to make the brand close, authentic and consistent with its message: "It pays to know how to choose".

 


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