New competition for Ara and D1

Ísimo, a new hard discount retail chain, is set to open over 420 stores in Colombia, posing competition to existing chains such as Ara and D1. The expansion plan will begin in the Atlantic coast departments and then move to other regions in the east of the country, such as Santander and Norte Santander, with the aim of covering most of the main regions in Colombia. The company plans to hire over 2,350 people in the first half of 2023.

Initially, Ísimo will offer approximately 750 national and international products, including its own brands. The company aims to differentiate itself by offering a pharmacy and a selection of perishable products to guarantee freshness.