For a pet exporter, Esselunga is less a single channel than a continent-spanning distribution system — 192 stores at year-end 2024, of which 177 are traditional superstores and 15 are proximity formats (La Esse, Esselunga Lab, and Le Eccellenze di Esselunga)., a private-label architecture, and buying teams that reward suppliers who arrive audit-ready.
Esselunga: Scale, Format and Footprint
- Founded: 1957, with the opening of the first supermarket in Italy, in Milan.
- Founder: Bernardo Caprotti, together with Nelson Rockefeller and the Caprotti brothers (Guido and Claudio).
- Headquarters: Via Giambellino 4, 20146 Milan, Italy.
- Ownership: Privately held family company; all shares ultimately controlled by Giuliana Albera Caprotti and Marina Sylvia Caprotti.
- Scale / Revenue: 2024 total sales of €9,447.8 million, up 1.3% versus 2023; 2024 recurring EBITDA €609.4 million (6.4% of sales).
- Stores: 192 stores at year-end 2024, of which 177 are traditional superstores and 15 are proximity formats (La Esse, Esselunga Lab, and Le Eccellenze di Esselunga).
- Workforce: Average of 28,139 employees in 2024; the company states more than 28,000 people.
- Customers: Approximately 5.6 million regular, loyal customers.
- Geographic focus: Lombardy holds the highest concentration (about 105 stores, roughly 60% of the total), followed by Tuscany (29) and Piedmont (18).
Esselunga’s sales density is among the highest in European grocery, because its stores sit in wealthy, densely populated Northern Italian catchments where shoppers trade up rather than down. That demographic is exactly the pet-owning, premium-aware consumer a quality pet supplier wants: willing to pay for better nutrition, sustainable litter and well-designed accessories. The family-controlled ownership also means decisions are made in Milan with a long view, so a supplier that earns a listing can expect continuity, provided it keeps delivering on quality and compliance. The flip side is that Esselunga rarely runs open tenders and is slow to add new vendors, which is why a focused, premium proposition beats a broad catalogue.
Everyday Low Price, Engineered
Esselunga is a fully company-owned, vertically integrated food retailer. Unlike Italy’s cooperative giants (Conad and Coop) or its buying alliances (Selex), Esselunga develops, builds, and owns the great majority of its stores, which gives it tight control over format, assortment, and quality but also explains its comparatively slow, disciplined expansion. Its commercial identity rests on a “differentiated private-label” strategy: roughly 41% of products sold are Esselunga own brands, about 50% are leading national brands, 5% are top-tier premium lines, and 4% are entry-price private labels. Core private-label ranges include Bio (organic), Naturama (ethical/sustainable), Equilibrio (health and wellness), Cucina Esselunga (food), and Smart (value).
The retailer has been deliberately repositioning from large hypermarkets toward smaller premium urban stores. Its La Esse (also styled LaESSE) proximity banner, averaging 400 to 800 square metres, targets metropolitan shoppers who want a fast, high-quality trip. By the end of 2024 the company operated around 14 La Esse stores concentrated in Milan, with a presence beginning in Rome. This format shift matters for suppliers: smaller footprints mean tighter SKU counts, faster ranging decisions, and a stronger weighting toward premium, space-efficient categories such as pet care, treats, and accessories. The urban, time-pressed La Esse shopper is also more likely to buy premium pet items on a frequent top-up trip than the monthly hypermarket visitor is.
Esselunga also operates a leading Italian food e-commerce business, covering 50 provinces and seven regions, plus in-store bars (124) and perfumeries (47), extending the brand into adjacent lifestyle spend. The digital channel in particular lifts repeat pet-consumable purchasing, because customers can subscribe or reorder food and litter online and collect or receive delivery, which suits Esselunga’s loyal base and its high service standards.
The Pet Aisle at Esselunga
Although Esselunga is not a pet specialty retailer, its stores carry a meaningful pet-care assortment aligned with its quality positioning: dry and wet food, treats, hygiene, and accessories, predominantly under its own labels and a curated set of premium national brands. For an exporter, Esselunga represents a “quality proof” account: a listing here signals credibility to the wider Italian and Southern European grocery trade. The chain’s private-label-heavy model and its move into smaller urban stores create a concrete opportunity for compact, premium-positioned pet lines — single-serve treats, sustainable litter, grooming, and travel accessories — that fit limited shelf space while satisfying its affluent shopper.
Suppliers should note that Esselunga’s buyer community prizes differentiation over price-only competition. The chain frequently launches exclusive or reformulated lines, and its private-label pet range is a natural landing spot for manufacturers able to deliver distinctive formulations (grain-free, functional, or locally sourced) rather than generic commodities. Because the La Esse format compresses assortment, the winning pet SKU is one that earns its place on margin and differentiation, not on price alone, which is good news for suppliers with a genuine quality story and the documentation to back it.
Passing the Esselunga Gate
Esselunga’s supplier base is concentrated and quality-driven, and new vendors should expect rigorous standards. Key requirements for any pet supplier include:
- Regulatory compliance: Full EU alignment — pet food must meet FEDIAF guidelines and EU Regulation 2019/4 (medicated feed controls) and 1069/2009 (animal by-products) where relevant; non-food pet items require CE marking and REACH compliance for chemicals (e.g., shampoos, cleaners).
- Food safety and traceability: ISO 22000 / BRCGS or IFS certification is effectively table stakes for food suppliers; full batch-level traceability is expected.
- Private-label capability: Esselunga favours partners who can co-develop exclusive formulations and packaging under its brand architecture.
- Sustainability credentials: The group publishes a consolidated sustainability report under Italian Legislative Decree 125/2024; recyclable packaging, responsibly sourced proteins, and carbon data strengthen a pitch.
- Approach: There is no open marketplace; suppliers typically engage the central buying office in Milan. A focused proposal — one strong category, proven EU compliance, and Italian-language packaging — is far more effective than a broad catalogue.
Beyond the checklist, Esselunga values suppliers who can support its brand architecture with exclusive recipes and premium pack design, because the chain competes on perceived quality against discounters rather than on price. Italian-language packaging and labelling are mandatory, and the buyer expects a supplier to understand the Northern Italian consumer’s preferences, from formulation to giftability. Exporters without an Italian or EU entity should plan for a local partner who can hold stock and absorb regulatory responsibility.
2024-2026: Scale Meets Change
In 2024 Esselunga generated sales of €9.45 billion, up 1.3% year on year, but net profit halved to €55.9 million (0.6% of sales) after a €38.5 million provision tied to a since-closed Milan prosecutor investigation (dismissed in July 2024). The company opened two new stores — Ravenna (its first in Emilia-Romagna) and Treviglio — plus a premium Le Eccellenze store in Cortina d’Ampezzo, while closing three stores (two later renovated). Investment rose to €535.9 million. The profit dip is a one-off legal provision rather than an operating deterioration, and the group’s EBITDA margin of 6.4% remains healthy for Southern European grocery.
Two superstores were disrupted by unforeseen events — a fire at Sesto Fiorentino (reopened April 2025) and flooding at Gessate — events that temporarily depressed turnover. In May 2025 S&P Global Ratings affirmed Esselunga’s ‘BB+’ long-term rating but revised the outlook to negative, citing negative free operating cash flow after leases and uncertain deleveraging; the agency nonetheless projected revenue recovery toward roughly €9.6 billion in 2025 as stores reopened and cost bases normalised. For suppliers, the rating watch is a reason to monitor credit, but the underlying operating model stays premium and selective.
Strategically, Esselunga is leaning into smaller premium urban formats and its digital channel to defend share against German discounters (Lidl and Aldi), which have gained ground in Italy on price. This defensive premium positioning is precisely why quality pet suppliers should monitor its ranging for openings, because the La Esse expansion creates new, space-constrained shelves that favour compact premium pet lines over bulk commodities.
A Realistic Entry Path
- Treat Esselunga as a premium, private-label-first account. Lead with differentiated, compliant products rather than low-cost commodities.
- Target the La Esse urban format. Compact, high-margin pet items (treats, grooming, accessories, sustainable litter) fit its space-constrained shelves.
- Prepare full EU documentation up front. BRCGS/IFS, REACH, and FEDIAF alignment are prerequisites, not differentiators.
- Lead with sustainability. Recyclable packaging and responsible sourcing resonate with the chain’s reporting commitments.
- Expect a slow, deliberate onboarding. Esselunga’s centralized, family-controlled buying means fewer but deeper supplier relationships — patience and a sharp category pitch win.
- Use it as a reference. An Esselunga listing signals quality to the wider Italian trade, which can open doors at regional premium grocers.
— Scott Zhu, Founder, GlobalPetIndex
Sources & Related Reading
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- Global Pet Brand Directory
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