Peru: Tiendas 3A inaugurates its first themed store
- DRC Discount Retail Consulting GmbH
- 1 day ago
- 3 min read
Discount Retail Chain Tiendas 3A, the hard discount chain belonging to the AJE Group, has set a new milestone in Peruvian retail with the opening of its first themed store. This store symbolizes the beginning of a strategic phase for the brand, focused on innovation and market diversification. The proposal seeks to raise the standard of the discount format, offering added value that goes beyond price.
Conceptual window dressing
The differentiated concept of this new location has as its main objective to provide customers with a unique visual and sensory experience. With this commitment, the chain redefines the way it interacts with the consumer, transforming everyday shopping into a memorable event. The initiative comes from the hand of Cielo, the emblematic water brand of the same business group, reinforcing the corporate synergy.
Aguas Cielo joins this project as part of a strategic alliance that strengthens its position in the national territory. As a leading brand in hydration, its presence in this thematic format allows a more direct and emotional approach to its target audience. This action reflects the AJE Group's commitment to continue leading the beverage segment through modern channels.
Where is the first 3A Stores themed store located?
The chain's first themed store has selected a nerve center for its debut, specifically located on Vía a Cayma and Mar Azul. The store is strategically located on the side of Boulevard de Asia, taking advantage of the high flow of visitors and the commercial dynamism of the season. This key location ensures exceptional visibility for the launch of this new concept.
AJE Group
The official inauguration took place on January 30, in an event full of activities, prizes and raffles for attendees. Customers who attended the opening were able to participate through various electrical appliances and see first-hand the new setting. The response on social networks was not long in coming, with enthusiastic users who asked about the upcoming arrival of this format in other areas.
Regarding the future of these spaces, the company said "soon we will continue in new stores" and regarding the growth of the brand in the country, the company's leadership has been emphatic in its vision of service. Juan Pablo Congote, general manager of Tiendas 3A, recently told Peru Retail: "We will be where there are consumers. We want to reach all of Peru." This declaration reinforces the chain's commitment to democratize access to quality products under its efficient business model.
Expansion plans for 2026
By the second half of 2026, Tiendas 3A plans to begin its long-awaited entry into the interior of the country, breaking the exclusivity of its operation in the capital. Currently, the company is evaluating whether the first step out of Lima will be taken to the northern, southern or eastern regions of Peru. The immediate priority is to consolidate operational efficiency in Lima's districts before executing this national deployment.
Peruvian market
The speed of expansion will not be subject to a rigid number of openings, but will depend strictly on the response and demand of each locality. The company has stated its ability to open an additional 100 to 300 stores if market conditions require it. For now, they maintain a solid presence that covers between 70% and 80% of the districts of Metropolitan Lima.
As for its commercial offer, the chain plans to strengthen its 14 own brands, which include names such as Don Chef, Lavalu and Boca a Boca. By 2026, the expansion of varieties in the food, cleaning and dairy categories will be evaluated, based on the rotation of each product. It is not ruled out that the brand will venture into totally new categories to continue surprising its growing customer base.
