Unes buys Borello supermarkets and invests in expanding the sales network

Unes, a company belonging to Marco Brunelli's Finiper Group, accelerates its expansion strategy by buying Supermercati Borello, an organised distribution reality rooted in the Piedmont area, and announces a 20 million plan for the restructuring of 35 shops and the inauguration of a further 6. Moves in the sign of a strategic expansion that aims to strengthen its network and its offer, also through the integration of consolidated and locally appreciated realities such as Borello, which has made proximity its strong point in generating value for consumers, employees and suppliers.

The seller is Fiorenzo Borello, the 72-year-old founder and president of Supermercati Borello, who is preparing to contribute 49 shops to a newco, all of which will then be purchased by Unes Maxi. The real estate part has been excluded from the transaction with Unes, which will remain with the Borello family. Fiorenzo is a self-made man who in his life has opened 120 supermarkets, most of which were then sold. Today, Supermercati Borello has 52 small and medium-sized markets, 49 of which will be transferred to Unes, two will be sold by Borello to third parties and one will remain in its ownership. The company's 2025 turnover is just over 171.3 million and it employs 800 people. "After years of commitment and dedication in building a solid and appreciated reality such as Supermercati Borello, I am confident that joining a Group of reference on the national scene such as Finiper Canova represents the best opportunity for the future," explains Fiorenzo Borello, President of Supermercati Borello. "I am convinced that our values, our attention to the customer and our tradition will be preserved and enhanced. The sign's formula for success is proximity as well as service with fresh produce, delicatessen, service counters and many local products.

"This step is not just an expansion of our network, but represents our interpretation of sustainable development," says Armando Strano, Unes sales director. "In fact, the choice of Borello was born out of a deep knowledge of the company and the entrepreneur. After an initial contact within the franchising division, we recognised an identical vision and idea of development. As of today, we can state that the experience of Borello, an authoritative reality of organised distribution known for the quality of its offer, combined with our commercial strategy, will allow us to propose an even richer shopping experience, responding to the expectations of increasingly demanding customers. Our commitment will also be aimed at ensuring continuity and new opportunities for the employees whose work is an integral part of Borello's success".

The acquisition of Unes does not foresee any change of sign, the Borello shops will in fact maintain their image. With respect to possible new expansions, it will be evaluated on a case-by-case basis, according to the positioning suitable to the context, whether to proceed with the Unes, Viaggiator Goloso or Supermercati Borello sign, as further confirmation of the desire to enhance the Piedmontese brand and highlight its precise identity. Unes has recently signed an agreement with Arimondo, a chain in western Liguria, which has left the franchising with Pam Panorama, launched the Fudi sign and put Unes private label products in the assortment.

Fiorenzo Borello is a classic example of a Piedmontese self-made man who has been able to look beyond the box. Born into a farming family at the age of 15, he entered the world of work, it was 1969, as an apprentice in a butcher's shop. As soon as he came of age, it was time for him to become an entrepreneur. "I bought a butcher's shop that served a consumer cooperative and went from there," says Borello. A continuous building site of ideas, making market demands his own and, above all, knowing how to take advantage of opportunities when they arise. At real estate auctions he buys industrial warehouses that he transforms into supermarkets. It also focuses not only on urban areas but also on small municipalities, those with 2 or 3 thousand inhabitants, where the Borello market also becomes a social point. The strengths of the offer are fresh and very fresh, the butcher's shop where the entrepreneur puts what he learned as a boy to good use and shows off his ability to dare. When he knows that suppliers are in trouble, he pays in advance and tells a cured meat producer in crisis to prepare a Piedmontese speciality: salami with garlic. Collaboration with local food chains proves to be a winning asset. In his life as an entrepreneur he has opened 120 supermarkets and at the end of the deal with Unes he will be left with just one: the one in Montaldo Torinese, the small municipality with 650 inhabitants in the capital's belt where he was born. A small shop of only 60 square metres that makes a loss, but in this case it is about providing a service to his fellow citizens